Instagram tests shared Reels viewing on television
Instagram has begun testing a new app designed for television screens, allowing users to watch Reels from their favourite creators on the big screen. The move reflects changing viewing habits, with social media platforms increasingly exploring shared, living-room experiences rather than just individual, mobile-first consumption.
The early test is currently available in the United States on Amazon Fire TV devices. Instagram said the rollout will gradually expand to more devices and countries based on user feedback and viewing behaviour.
Reels organised into interest-based channels
On Instagram for TV, Reels are grouped into curated channels based on user interests. These include categories such as new music, sports highlights, hidden travel destinations, trending moments and other popular themes.
Once logged in, videos play automatically with full sound, removing the need for continuous scrolling. The experience is designed to be more relaxed and communal, encouraging people to watch together with family or friends.
Instagram noted that this is an early experiment, and the interface and features are expected to evolve as the company studies how people interact with Reels on larger screens.
Easy setup and multi-account access
Users can get started by installing the Instagram app directly on their Amazon Fire TV device and signing in with their existing account. The app also allows access through a shortcut from the Instagram mobile app’s settings.
Up to five accounts can be added on a single TV, enabling personalised recommendations for different household members. Instagram has also made it possible to create a dedicated TV-only account for those who prefer a shared viewing profile.
New features planned for future updates
Instagram says it is exploring several new features for the TV experience. These include using a mobile phone as a remote control, more intuitive ways to “channel surf” between Reels categories, shared feeds with friends, and tools to follow favourite creators more easily in one place.
The platform believes these features could make watching Reels on TV more interactive while still retaining Instagram’s core creator-focused ecosystem.
Safety standards and teen protections
As Instagram for TV is built for shared viewing, the platform applies stricter content standards suitable for a broad audience. Reels shown on TV generally follow a PG-13 rating system already introduced on mobile.
For teen accounts, existing safeguards remain in place, including content restrictions, usage limits and sleep mode reminders. Time spent watching Instagram on TV is counted toward overall daily usage limits.
Instagram said feedback from this test phase will play a key role in shaping the future of the TV app.