Instagram is expanding its Reels experience beyond mobile devices, introducing a new feature called IG for TV. This pilot program allows users to watch Reels directly on their televisions, starting with Amazon Fire TV.

By bringing Reels to the big screen, Instagram aims to compete more directly with platforms like YouTube, which already have a strong presence in the TV space. The goal is to encourage viewers to use Instagram’s TV app for casual, short-form content, similar to channel surfing from the comfort of their couch. For instance, if you’re watching Netflix but want something lighter, you can easily switch to Reels on your TV.

IG for TV offers a personalized experience, curating Reels based on the content and creators you already follow on Instagram. Videos are organized into channels and categories such as comedy, music, and lifestyle, making it simple to discover new content. Reels will play automatically, but users can skip to the next video at any time. Interactive features like liking, viewing comments, and re-sharing are also available.

Users can pair IG for TV with their existing Instagram app and add up to five accounts per household, or create a new account specifically for TV viewing. It’s important to note that IG for TV is different from the now-defunct IGTV, which was Instagram’s previous long-form video app that closed in 2022.

The launch of this TV app follows comments from Instagram head Adam Mosseri, who stated in October that the company was working on a dedicated TV experience. Speaking at an event in San Francisco scheduled for October 13-15, 2026, Mosseri emphasized the growing importance of TV platforms for social video, referencing the success of YouTube and TikTok. He also acknowledged that Instagram should have developed a TV app sooner, expressing regret for not pursuing this direction earlier.

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