Instagram is developing a dedicated television app that will let users watch Reels directly on their TVs. The service is expected to debut in the U.S. on Amazon Fire TV devices.
How the TV experience will work
According to Instagram, users can log in with up to five existing accounts or create a separate account specifically for TV viewing. Reels keep their vertical format rather than stretching to fit widescreen televisions, and videos run up to 3 minutes.
The app offers two viewing feeds: a personalized stream and a second feed that shows videos a user’s friends have liked. Users control navigation and playback via a standard TV remote.
A push into shared viewing
Developers created the TV version of Instagram to promote shared viewing, encouraging people to watch Reels together at home with family or friends, much like traditional TV shows or movies. This move makes Instagram a more direct competitor to YouTube and TikTok in the living room viewing space.
Expanding beyond mobile screens
Meta appears to be expanding its short-form video content beyond smartphones with this initiative. The company plans to support additional devices and countries, depending on the results of early testing.
Psychology and media experts may study how consuming short-form, vertically oriented videos on large TV screens changes viewer behavior as the platform evolves.
