Instagram is expanding Reels beyond mobile devices. The company announced on Tuesday that it is piloting a new experience called IG for TV, which lets you watch Reels on your television, starting with Amazon Fire TV.
By bringing Reels to TVs, Instagram can better compete with YouTube, which largely dominates television viewing. Instagram likely wants viewers to switch to its TV app while relaxing on the couch, similar to flipping through traditional TV channels. For instance, you might be watching something on Netflix and decide you want shorter content, opting to watch Reels instead.
IG for TV is personalized to each user, showing Reels based on the content and creators you already enjoy on the Instagram app. Reels will be organized into channels and categories based on topics like comedy, music, and lifestyle, making it easier to explore different types of videos.
The videos will play automatically, so you won’t have to keep scrolling to watch what’s next, though you still have the option to skip to the next Reel. You can also like, view comments, and re-share Reels from the TV experience.
Users can pair IG for TV with their existing Instagram app and add up to five accounts in one home. Alternatively, they can choose to create a new account just for TV viewing.
It is important to note that IG for TV should not be confused with IGTV, which was Instagram’s standalone app for long-form content before being shut down in 2022.
The launch of this TV app does not come as a surprise. Instagram head Adam Mosseri said in October that the company was planning a dedicated TV app. At an event, Mosseri stated, “We’re exploring TV. TV is an increasingly important surface, it’s been very important for YouTube and for TikTok. So we’d like to figure out how to make sure that we show up in a compelling way on all the relevant devices.”
He went on to note that it was a mistake for the company not to have explored a TV app earlier, and that he wishes they had done so a few years ago.