Instagram has officially launched IG for TV, a new experience bringing Reels to the big screen, starting with Amazon Fire TV devices in the United States. This major rollout marks the first time the social platform’s popular short‑form videos are natively optimized for television, aiming to transform how users watch and discover content beyond mobile phones.
With IG for TV, Reels are grouped into personalized channels based on individual interests like music, comedy, sports highlights, travel, and trending moments. These channels deliver Reels that play automatically so users can sit back and enjoy continuous viewing without manual scrolling, mimicking a traditional TV experience.
The app supports up to five accounts per device, allowing multiple household members to switch between customized content feeds on one TV. Users who prefer a separate viewing experience can even create a dedicated Instagram for TV account that isn’t linked to their primary profile.
Instagram’s move reflects a strategic push into living‑room entertainment, taking on incumbents like YouTube and TikTok, which already host short‑form videos on TV platforms. Instagram head Adam Mosseri previously hinted at building a TV experience to ensure the platform appears “on all relevant devices,” acknowledging the importance of larger screens in today’s connected‑viewing landscape.
Industry observers note that IG for TV is distinct from the discontinued IGTV app, which focused on long‑form content. Instead, this initiative leverages Instagram’s algorithms to tailor recommended videos based on users’ activity and preferences, aiming to keep audiences engaged through personalized channels and autoplay playbacks.
In related social app evolution, platforms like WhatsApp are also adopting Instagram‑style features to enhance engagement. For example, WhatsApp recently introduced Instagram‑like Notes, allowing users to share short status updates that encourage community interaction across platforms, a trend highlighted in recent tech reporting.
Instagram’s IG for TV launch is currently rolling out on Amazon Fire TV in the U.S., with plans to expand to more devices and regions based on user feedback, signaling a new era for social video on television.
