Instagram brings Reels to TV screens

Meta’s Instagram is testing its Reels feature on television, calling it IG for TV. It will offer a new way to access social media videos, starting with Amazon Fire TV devices.

The move helps Instagram compete more directly with YouTube, which dominates TV-based video viewing.

TV users flipping through channels or streaming platforms can easily switch to IG for TV to watch Reels, without needing to check it on their phones.

The TV app personalizes content using viewing habits from the Instagram mobile app. It organizes Reels into topic-based channels such as comedy, music, and lifestyle, making discovery easier. Videos play automatically, but viewers can skip, like, comment, and re-share.

Users can pair the app with existing accounts or create a TV-only profile. Instagram confirmed the app is separate from the discontinued IGTV.