In December 2025, launched a pilot test for its new TV app, "Instagram for TV," in the US. This app allows users to watch short-form videos, "Reels," on large TV screens via "Amazon Fire TV."
aims to transform Reels from a "solo viewing experience" to a "shared experience," redefining how short-form videos are consumed.
A New UI Optimized for Watching Reels on TV
"Instagram for TV" organizes Reels into genre-specific "channels," such as music, sports, comedy, travel, and trends. Once a video is selected, the next Reel plays automatically, eliminating the need for scrolling like on a smartphone.
©︎ Instagram
The app supports up to five accounts on a single TV, allowing each family member to enjoy their favorite Reels.
A Strategy Focused on Short-Form Videos, Unlike IGTV
Future updates may include features like using a smartphone as a remote control and feeds for sharing with friends. is positioning TVs as a key device for content consumption.
©︎ Instagram
This TV app is entirely different from the long-form video service "IGTV," which ended in 2022. "Instagram for TV" is dedicated to Reels, challenging 's dominance in the TV viewing space with short-form content.