Instagram Launches Reels TV App on Fire TV

Instagram launched a dedicated television app on Tuesday, allowing users in the United States to watch its short-form Reels videos on Amazon Fire TV devices. The app, called Instagram for TV, marks the platform's first effort to bring Reels content to larger screens in a native format, responding to user requests for shared viewing experiences.

The new app organizes Reels into personalized channels based on individual interests, such as sports highlights, music, travel tips, or comedy. Users can browse these channels from a horizontal home screen, similar to selecting thumbnails on video platforms, with options like "For You" or "Popular with Friends." The interface supports searching for specific Reels or profiles, liking videos, viewing comments, and resharing content. Up to five Instagram accounts can be linked per household, enabling seamless switching between profiles. Unlike the mobile version, the app focuses solely on Reels and excludes text or photo posts. Videos play automatically but can be skipped, mimicking a channel-surfing feel.

Meta, Instagram's parent company, described the launch as an early test to refine features for television viewing. "We've heard from our...