Instagram Reels on Fire TV: Big Screen Experience Now Available

Instagram Extends Reels Viewing to Television

Instagram has announced an expansion of Reels viewing capabilities beyond mobile devices. The social media platform is currently testing "IG for TV," a new feature designed to enable users to watch Reels on their televisions, beginning with Amazon Fire TV.

Competing with YouTube

This move allows Instagram to more effectively challenge YouTube’s dominance in the television viewing landscape. The intention is to encourage users to transition to Instagram’s TV application while relaxing and consuming content.

Consider a scenario where a user begins watching a program on a streaming service like Netflix, but finds themselves lacking the focus for a longer-form movie or episode. IG for TV offers an alternative, providing easy access to short-form Reels content.

Personalized Content Experience

IG for TV delivers a personalized viewing experience. The application curates Reels based on the user’s preferences and the content creators they follow within the standard Instagram app.

Reels are organized into distinct channels and categories. These are categorized by subject matter, including areas like comedy, music, and lifestyle, simplifying the discovery of new videos.

Automatic Playback and Interaction

Reels will play automatically, eliminating the need for continuous scrolling. However, users retain the ability to skip to the next video in the feed.

Standard Instagram interactions, such as liking videos, reading and posting comments, and re-sharing content, are also available within the IG for TV app.

Account Management

Users can link IG for TV to their existing Instagram account. It is also possible to add up to five separate accounts within a single household.

Alternatively, users can create a dedicated account specifically for TV viewing purposes.

Distinction from IGTV

It is important to note that IG for TV is distinct from IGTV, Instagram’s previous long-form video application, which was discontinued in 2022.

Planned Development

The launch of this TV application was foreshadowed by Instagram head Adam Mosseri in October. He indicated the company was actively planning a dedicated TV app.

Mosseri stated at Bloomberg’s Screentime event that television is an increasingly significant platform. He highlighted its importance for both YouTube and TikTok, and expressed Instagram’s desire to establish a compelling presence on all relevant devices.

Acknowledged Oversight

Mosseri admitted that the company’s earlier lack of focus on a TV application was an oversight. He expressed regret that they hadn’t pursued this development several years prior.