"Meta said Tuesday that the company will begin testing its Instagram for TV app in the U.S. via Amazon Fire TV streaming devices, underscoring the photo-sharing app's effort to become a major video platform beyond smartphones, taking on TikTok and YouTube. The Instagram for TV app features the company's TikTok-like Reels videos that are often produced by individual creators to be viewed, shared and algorithmically recommended to users on the platform."
""We think we probably have a lot more work to do to really make sure that we're bringing people the content they love on mobile in a way that really makes sense for them and feels designed for TV," Lyons said. "That's where we're going to be focused in 2026 as well as bringing it to more people and more devices, and, down the line, we'll certainly think more about monetization.""
"The Reels displayed on the TV app "will still continue to be vertical videos" instead of being reformatted to accommodate a television's more horizontal design, Lyons said. Lyons said the new Instagram TV app will stick with short form, showing Reels videos "that are three minutes or less." Meta previously debuted a separate, video-specific variant of Instagram, dubbed IGTV, in 2018 that let people upload long-form videos. The company shut the mobile app down in 2022, when it began heavily pushing Reels as TikTok's popularity soared."
Meta will begin testing an Instagram for TV app in the U.S. via Amazon Fire TV streaming devices. The app will surface TikTok-like Reels short-form videos produced by individual creators and algorithmically recommended to users. Reels on the TV app will remain vertical and capped at three minutes. Meta plans to expand the TV app to additional device makers while prioritizing a tailored TV experience before pursuing large-scale advertising. Meta also implemented a privacy default that sets new and existing underage Instagram accounts to private. The company previously launched and later shut IGTV as it shifted focus toward Reels.
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