Instagram is officially stepping off the small screen and into the living room. In a move that signals a major evolution for the platform, Instagram is launching a dedicated TV app, starting with Amazon Fire TV, expanding its reach far beyond the smartphone and into shared, big-screen territory.
At the heart of this launch is Reels, now reimagined for television. What was once a personal, thumb-scrolling experience is transforming into a lean-back, communal form of entertainment. The TV app functions as a personalized content hub: once logged in, users are greeted with a curated stream of Reels tailored to their interests and the creators they already follow.
To replicate a traditional television feel, the experience is fully automated. Reels play one after another without the need for manual scrolling, allowing viewers to sit back and watch as content unfolds seamlessly, much like a broadcast channel, but powered by Instagram’s algorithm.
Discovery also gets a structured upgrade. Content is organized into clearly defined channels such as comedy, sports, music, and lifestyle, making it easier to dive into specific genres and uncover new trends. This channel-based navigation positions Instagram as a more direct competitor to streaming platforms and traditional TV, offering thematic discovery rather than endless feeds.
Crucially, the TV app remains deeply connected to Instagram’s mobile ecosystem. Users can pair their phones with the TV app for smooth account management, and up to five individual accounts can be supported on a single device. For households looking to keep things collective, Instagram is also introducing TV-specific accounts, designed for shared viewing without tying the experience to one personal profile.
With this launch, Instagram is redefining how short-form video fits into our daily lives. Reels are no longer just something you watch alone, on the go, they’re becoming part of the living-room lineup, blurring the line between social media and television as we know it.
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