Meta will test the Instagram TV app on Amazon Fire devices in the US.
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Meta is also testing an Instagram TV app for Amazon Fire TV devices in the US, which will allow users to watch Reels of short videos on larger screens. The app will initially focus on providing a quality viewing experience and short-form vertical videos, expanding to more devices and eventually monetizing.
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Meta is launching its Instagram for TV app on Amazon Fire TV devices in the US, signaling the platform's push to bring Reels to living room screens.
The app focuses on short-form vertical videos under three minutes, offering algorithmically curated channels based on interests such as music, sports and travel.
Instagram VP of Product Tessa Lyons says the company will eventually expand to more devices, but for now is prioritizing the user experience over monetization. Even when viewed on the TV, the reels remain vertical and are not scaled for widescreen.
The move marks the latest attempt by Meta to test TikTok and YouTube as a video platform beyond smartphones. Unlike IGTV, which supports long-form content before shutting down in 2022, the new app will stick to short-form Reels.
Users can link up to five Instagram accounts per TV profile, with Meta applying broad content standards to filter out sensitive content for younger audiences.
