Meta is expanding Instagram’s reach beyond mobile devices by launching a new TV app, initially available on Amazon Fire TV streaming devices in the U.S.
The app is designed to showcase Reels, Instagram’s short-form video feature, allowing users to watch content on larger screens.
While the videos will remain in their original vertical format, the move signals Meta’s intent to compete more directly with YouTube and TikTok in the living room entertainment space.
Tessa Lyons, Instagram’s vice president of product, confirmed that the company plans to bring the app to other smart TV platforms in the future.
For now, the focus is on optimizing the user experience rather than monetization.
The app will feature curated channels based on interests like sports and travel, and will support up to five accounts per device.
However, content will be strictly moderated to ensure it is appropriate for a broad audience, filtering out sensitive topics often restricted for younger users on the mobile app.
Key Takeaways:
- Instagram is testing a TV app on Amazon Fire devices in the U.S.
- The app focuses on Reels content but keeps the vertical video format.
- Meta plans to expand the app to other smart TV platforms in 2026.
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