Instagram Brings Reels to Your Big Screen

Instagram is expanding beyond phones with a new TV app designed to stream Reels directly to your living room. Starting this week, Meta is piloting the app on Amazon Fire TV devices in the U.S., letting users enjoy short, personalized videos on a larger display. For fans of Reels, this means scrolling through favorite creators, trending clips, and themed channels without staring at a tiny screen.

Personalized Reels, Tailored for TV Viewing

The TV app organizes content into horizontal collections, making browsing intuitive. Selecting a thumbnail launches the full portrait video, complete with captions, likes, and share stats. Like on mobile, swiping up brings the next Reels video, but now with a cinematic feel. “You’ll see rows of Channels, highlighting everything from sports and cooking to music and seasonal trends,” Instagram spokesperson Christine Pai explained.

Explore Channels and Trending Content

Channels group Reels by topic, trend, or creator, making it easier to find content you love without searching manually. Some channels highlight viral Reels across the platform, while others focus on content tailored to your personal interests. This approach mirrors Instagram’s mobile algorithm but optimized for a larger, living-room-friendly layout.

Multi-Account Support for Family Viewing

The TV app supports logging into up to five accounts, allowing everyone in a household to enjoy a personalized experience. Users can search for creators, explore profiles, and dive into topics of interest. Instagram also plans future updates, including phone-based remote controls and more intuitive “channel surfing” features.

Launch and Device Compatibility

The rollout begins exclusively in the U.S., compatible with most Fire TV Stick devices and Fire TV Series 2 and Omni TVs. This strategic pilot helps Instagram gauge engagement before considering expansion to other smart TVs and streaming platforms globally.

A Shift Toward Living Room Entertainment

Meta’s move signals a broader trend of social platforms integrating into home entertainment. By bringing Reels to TV, Instagram taps into the growing demand for on-demand, personalized video content that’s accessible beyond smartphones and tablets. It also positions Instagram alongside streaming services, appealing to viewers who prefer watching videos together in a shared space.

What This Means for Users

For Instagram users, the TV app offers a new way to interact with content, discover trends, and enjoy Reels in a more relaxed setting. The combination of personalized channels, multi-account access, and upcoming features could make scrolling through Reels a central part of home entertainment. Meta’s pilot program will determine whether this experience expands globally.