Instagram announced the pilot launch of IG for TV, a new experience for watching Reels on televisions starting with Amazon Fire TV devices, to compete with YouTube’s dominance in the TV space.
The expansion moves Reels viewing beyond mobile screens. Instagram head Adam Mosseri stated in October that the company planned a dedicated TV app, setting the stage for this development. IG for TV targets users on the couch watching other content, positioning the app as an alternative similar to changing TV channels.
Users watching a Netflix movie or episode might switch to Reels if they lack the attention span for longer formats. This design facilitates seamless transitions during casual viewing sessions at home.
The feed personalizes content for each user, displaying Reels drawn from the videos and creators followed in the Instagram mobile app. Personalization ensures relevance based on established preferences within the platform.
Reels organize into channels and categories covering topics like comedy, music, and lifestyle. This structure simplifies navigation and discovery of varied video types without requiring extensive manual searching.
Videos play automatically in sequence, removing the need to scroll continuously for the next clip. Viewers retain control to skip ahead to subsequent Reels at any point during playback.
Interaction options include liking Reels, accessing comment sections, and re-sharing content directly through the TV interface. These features mirror mobile app functionalities adapted for larger screens and remote navigation.
Account management supports pairing IG for TV with an existing Instagram app login. Users add up to five accounts within a single household setup. Alternatively, individuals create a dedicated account exclusively for TV use.
IG for TV differs from IGTV, Instagram’s previous application for long-form videos, discontinued in 2022. The new pilot focuses solely on short-form Reels content.
