Meta has started testing a new Instagram experience for television that allows users to watch Reels on larger screens. The limited test is currently rolling out in the US on Amazon Fire TV devices, marking the platform’s move to bring short-form video into a shared, lean-back viewing environment.
The TV app presents Reels in a more passive viewing format, organising content into interest-based channels such as music, sports, travel and trending videos. Once a channel is selected, Reels play automatically with sound, removing the need for users to scroll through content as they would on mobile.
Users can sign in to the TV app using their existing Instagram accounts or link access through the mobile app. The experience also supports multiple profiles, enabling different members of a household to view personalised feeds based on their individual interests.
According to Meta, the test is designed to better understand how Reels are consumed in shared and living-room settings. Content available on Instagram for TV adheres to the platform’s existing content policies and is broadly aligned with a PG-13 rating. Teen safety features and screen-time controls currently available on mobile devices will also extend to TV viewing.
Meta has indicated that additional features may be introduced over time, including phone-based navigation, expanded browsing options and shared viewing experiences. For now, Instagram for TV remains in a limited testing phase, with plans to expand the rollout to more devices and markets in the future.
