Instagram Launches Dedicated TV App to Bring Reels to the Big Screen

Instagram has officially launched a TV-focused app designed especially for smart televisions, allowing users to enjoy Instagram Reels on a much larger screen. The new app, currently in its testing phase, focuses on short-form video content and is expected to receive more features in the coming months.

Instagram has finally introduced a feature that had been in discussion for a long time. The company has officially announced a new television-focused application called Instagram for TV, which brings short-form video content to the big screen.

Designed specifically for smart TVs, the app currently focuses on Reels, though Instagram has confirmed that additional features will be added soon. This means users can now enjoy Instagram Reels on their TV screens instead of being limited to smartphones.

How Does the Instagram TV App Work?

Instagram shared all the details about the TV app on about.instagram.com, explaining how the experience has been adapted for televisions.

Once users log in, Reels are organised into interest-based channels such as new music, sports highlights, travel content, trending moments, and more. Since the app is in an early testing phase, Instagram says the experience will continue to improve as it learns more about how people watch content on TVs and what they enjoy most.

When a Reel grabs attention, it automatically starts playing with full audio, allowing users to sit back and watch without needing to scroll constantly. The TV app’s home screen features a personalised horizontal collection of video thumbnails, similar to the mobile app. Clicking on any thumbnail opens the Reel in full portrait mode, complete with video captions. Just like on mobile, users can swipe up to continue watching the next Reels seamlessly

Where Has the Feature Been Launched?

At present, Instagram for TV is available only in the United States as part of its testing phase. The app is currently supported on select Amazon Fire TV devices. Instagram has stated that it plans to gradually expand availability to more platforms and regions in the coming months. The company has described this as an early-stage rollout, with user feedback playing a key role in shaping future updates.

How to Use Instagram on TV

To get started, users need to install the Instagram app on their Fire TV and sign in with their account. The app can also be accessed directly from the Instagram mobile app via the Settings bookmark. Users can add up to five accounts, allowing different members of a household to have their own personalised viewing experience. Instagram also allows users to create a separate account specifically for TV viewing through a few simple steps.

More Features Coming Soon

Short-form video content is no longer limited to smartphones and is increasingly becoming part of the shared living room experience. Instagram’s TV app reflects the platform’s efforts to adapt to changing viewing habits.

In the future, Instagram is exploring several new features, including using a smartphone as a remote control, easier ways to browse channels, shared feeds for watching with friends, and better tools to stay connected with favourite content creators—all from one place.