December 17, 2025, 4:13 pm | Read time: 2 minutes
Instagram is bringing its Reels to the TV. Many users already spend their evenings watching short clips rather than traditional TV programming. Instagram is tapping into this behavior by introducing a new app that plays Reels on large screens.
The app is clearly tailored for short videos. After logging in, a personalized selection of Reels automatically plays in sequence. They are sorted by topics such as entertainment, sports, or travel, and can be easily controlled with a remote. Instead of quick scrolling, Instagram offers a more relaxed user experience, similar to what is known from streaming services.
Why Instagram is focusing more on TV
The TV app supports up to five Instagram accounts per device. This allows different users in a household to access their own recommendations without constantly switching accounts. An integrated search also enables users to explore specific creators or topics.
Instagram head Adam Mosseri has already announced that the company wants to focus more on TV as a platform. Services like TikTok or YouTube have shown for years that short videos work well on large screens. Instagram aims to be present on all major devices and offer a suitable user experience.
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Launch on Fire TV initially only in the U.S.
At launch, the Instagram TV app is available exclusively on select Amazon Fire TV devices. Supported devices include the Fire TV Stick HD, the Fire TV Stick 4K Plus, both generations of the Fire TV Stick 4K Max, and the Fire TV models of the 2-, 4-, and Omni-QLED series. Additionally, the app is currently only available in the U.S.
Whether Instagram will offer the TV app on other platforms or internationally in the future remains open.