Instagram begins testing TV app to bring Reels to big screens

Meta-owned Instagram has started testing a new “Instagram for TV” app, aiming to bring its popular short-form video feature, Reels, to television screens for shared viewing, the company announced on Tuesday.

The app is currently available in the United States on Amazon Fire TV devices and allows users to watch Reels from their favourite creators on a larger screen.

Instagram said the test is designed to explore how people enjoy watching Reels together and which features work best in a living-room setting.

Under the new experience, Reels are organised into interest-based channels such as music, sports highlights, travel, trending moments and other popular categories.

Videos play automatically with sound, enabling a lean-back viewing experience without continuous scrolling.

Users can install the app directly on Fire TV and sign in using their existing Instagram accounts.

Up to five accounts can be added on one TV, allowing different household members to access personalised content. Instagram is also testing options such as using a mobile phone as a remote control, easier channel surfing, shared feeds with friends and improved ways to follow favourite creators.

Instagram said the TV app applies content standards suitable for shared viewing, with most Reels following a PG-13 rating system.

For teen accounts, existing safeguards from the mobile app, including content restrictions and usage limits, will also apply, with TV viewing contributing to overall screen-time limits.

The company said it will refine the experience based on user feedback and plans to expand the app to more devices and countries over time.