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Instagram is taking its popular Reels feature beyond smartphones. The company has announced the Instagram for TV app, which allows users to watch Reels directly on their TV. The rollout has started with Amazon Fire TV devices.
With this move, Instagram wants to become part of living room entertainment. Watching short videos is no longer limited to phones during breaks or commutes. Now, users can sit on the couch and watch Reels on a bigger screen, much like switching channels on a TV. This also puts Instagram in more direct competition with YouTube, which already has a strong presence on smart TVs.
The TV version of Instagram focuses entirely on Reels. The app shows videos based on a user’s interests and viewing habits from the Instagram mobile app. Content is organised into different channels and categories such as comedy, music, lifestyle, and more. This makes it easier to explore videos without endlessly scrolling.
Reels on TV play automatically, so users do not need to manually select every video. If a Reel does not interest you, you can easily skip to the next one. Basic interactions are also supported. You can like a Reel, view comments, and re-share content, although the experience is designed mainly for watching rather than creating.
Instagram for TV can be linked with the existing Instagram app on a phone. Users can pair their account and even add up to five different accounts on one TV. This is useful for families or shared homes where multiple people want personalised recommendations. There is also an option to create a separate account only for TV viewing.
It is important to note that the new app is different from IGTV. IGTV was shut down in 2022 and focused on longer videos. The new TV app is strictly about short-form Reels, which are currently Instagram’s most popular video format.
The launch did not come out of nowhere. Instagram head Adam Mosseri had earlier said that the company was actively exploring a TV app. He also admitted that Instagram was late to this space and should have considered TV screens much earlier, especially as platforms like YouTube and TikTok gained strong traction there.
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