Instagram Tests Reels Viewing on TVs With New Living-Room Experience

Meta is expanding how Instagram Reels are consumed by testing a TV viewing experience that brings short-form video to the living room.

The company has introduced a limited rollout of an Instagram for TV app, starting with Amazon Fire TV devices in the United States, allowing users to watch Reels on larger screens instead of mobile phones.

The TV app presents Reels in a lean-back viewing format designed for continuous playback. Instead of vertical scrolling, content is organised into curated channels based on interests such as music, sports, travel, and trending videos.

Once a channel is selected, Reels play automatically with audio, creating an experience closer to traditional television viewing than mobile social media use.

Users can log in using their Instagram account or connect via the mobile app. The TV experience supports multiple profiles, enabling different household members to access personalised recommendations. 

• Instagram tests Reels viewing on TVs with new living-room experience
• Meta rolls out Instagram for TV app starting with Amazon Fire TV in the US
• Reels move beyond mobile as Meta targets big-screen video consumptio

Meta has applied the same content standards used on Instagram, including a PG-13 rating framework, and extended teen safety tools and time-limit controls to the TV environment.

According to Meta, the test is aimed at understanding how people engage with short-form video content in shared viewing spaces. The company plans to refine the experience based on user feedback and viewing behaviour. Features under consideration include using a smartphone as a remote control, improved content discovery tools, and shared viewing options that allow families or groups to watch curated Reels together.

The move reflects Meta’s broader strategy to extend Instagram beyond mobile devices and increase engagement with video content across screens. By placing Reels on TVs, Meta is positioning Instagram more directly against platforms such as YouTube and TikTok, which already have a strong presence on connected TV platforms.

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If the test shows positive engagement, Meta is expected to expand Instagram for TV to additional smart TV platforms and regions. The initiative signals a shift in how short-form social video may be consumed, blending social media content with traditional living-room viewing habits.