Key Takeaways
Meta is testing an Instagram TV app for Amazon Fire TV devices in the US, allowing users to watch Reels short-form videos on bigger screens.
The app will initially focus on providing a quality viewing experience and short-form vertical videos, with potential expansion to more devices and eventual monetization.
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Meta is launching its Instagram for TV app on Amazon Fire TV devices in the US, marking the platform’s push to bring Reels to living room screens.
The app will focus on short-form vertical videos under three minutes, featuring algorithmically curated channels based on interests like music, sports, and travel.
Instagram VP of product Tessa Lyons said the company will expand to more devices over time, but is prioritizing user experience over monetization for now. Despite being displayed on TV, Reels will remain vertical, not reformatted for widescreen displays.
The move marks Meta’s latest attempt to challenge TikTok and YouTube as a video platform beyond smartphones. Unlike IGTV, which supported long-form content before shutting down in 2022, the new app sticks to short-form Reels.
Users can link up to five Instagram accounts per TV profile, with Meta applying broad content standards to filter out sensitive material for teen viewers.
