Instagram is taking its short-form video strategy beyond smartphones and into the living room. The social media platform announced on Tuesday that it is launching “IG for TV,” a new television-based experience that allows users to watch Instagram Reels on their TVs. The service will debut on Amazon Fire TV, with broader platform support expected later.
By introducing a dedicated TV app, Instagram is directly positioning itself against YouTube, which has long dominated large-screen video consumption. The company aims to capture viewers looking for quick, engaging content without committing to full-length movies or television episodes on streaming services such as Netflix.
Personalised, Lean-Back Viewing Experience
Instagram designed IG for TV as a lean-back viewing experience tailored for big screens. The app automatically plays Reels based on each user’s viewing history, followed creators and engagement patterns from the main Instagram app.
To simplify discovery, the app organizes Reels into themed channels and categories, including comedy, music, lifestyle and other popular genres. This channel-style format allows users to flip through content easily, mimicking traditional TV browsing while maintaining the fast-paced nature of short videos.
Reels play automatically, removing the need for continuous scrolling. However, viewers can skip to the next video at any time. Users can also like videos, read and view comments, and re-share Reels directly from the TV interface.
Account Linking and Multi-Profile Support
Users can link IG for TV to their existing Instagram accounts, enabling personalized recommendations instantly. The app supports up to five profiles on a single home screen, making it suitable for shared household use.
Alternatively, viewers can create a new account dedicated solely to TV viewing. This option allows users to explore content casually without linking their personal Instagram profiles.
Instagram clarified that IG for TV is a separate product from IGTV, its former long-form video platform that the company shut down in 2022 as it shifted focus toward short-form content and Reels.
Strategic Push Against YouTube
The move reflects Instagram’s broader effort to compete with YouTube on connected TVs, where YouTube commands significant watch time globally. By offering short, algorithm-driven videos on large screens, Instagram hopes to position Reels as a go-to option for casual viewing sessions.
Instagram head Adam Mosseri previously confirmed plans for a TV app during Bloomberg’s Screentime event in October. “We’re exploring TV,” Mosseri said, noting that television has become a critical platform for YouTube and TikTok alike.
He acknowledged that Instagram missed earlier opportunities in the TV space, adding that the company should have pursued a dedicated TV experience years ago.
With IG for TV, Instagram now aims to close that gap and establish Reels as a fixture across all major screens.
