Meta Introducing Instagram for TV

Takeaways​

• Today we’re excited to start testing Instagram for TV, bringing reels from your favorite creators to the big screen so you can enjoy them with friends.
• We’ve heard from our community that watching reels together is more fun, and this test is designed to learn which features make that experience work best on TV.
• Reels are grouped into channels that match your interests, including new music, sports highlights, hidden travel gems, trending moments, and more.
• Over time, we’re exploring new features, including using your phone as a remote, intuitive ways to channel surf, shared feeds with friends, and making it easier to keep up with your favorite creators in one place.

Today we’re excited to start testing Instagram for TV, bringing reels from your favorite creators to the big screen so you can enjoy them with friends. We’ve heard from our community that watching reels together is more fun, and this test is designed to learn which features make that experience work best on TV.

The app is available in the US on Amazon Fire TV devices, and as we learn from this test, we will expand to more devices and countries.

Getting Started​

Start by installing the Instagram app on your Fire TV and signing in with your account. You can also open it directly from the Settings bookmark in the Instagram mobile app. You can add up to five accounts, so everyone in your home can enjoy a personalized way to watch Reels. If you want, you can even create a separate account just for Instagram on TV in a few simple steps.

Explore Reels in Channels​

When you log in, reels are grouped into channels that match your interests, including new music, sports highlights, hidden travel gems, trending moments, and more. This is an early test, so the experience will continue to evolve as we explore new ways to watch and learn what people enjoy most. When something catches your eye, reels play automatically with full sound so you can lean back and watch without having to scroll for what’s next.

Enjoy More of What You Love​

Search makes it easy to find your favorite creators, browse profiles centered on Reels, and explore anything you are interested in. Over time, we plan to introduce new features, which may include using your phone as a remote, a more intuitive way to channel surf, shared feeds with friends, and making it easier to keep up with your favorite creators in one place.

Safety and Content Standards​

Instagram for TV is built for shared viewing, so we apply content standards suitable for a broad audience. In this test, Reels generally follow the PG-13 rating system we recently introduced on mobile. These guidelines shape what may appear on TV.

For teens, Instagram for TV is intended to reflect the same general safeguards available on the Instagram mobile app. This includes limiting access to content, comments and profiles that may be unsuitable for people under 18. Time spent on Instagram for TV contributes to a Teen Account’s overall usage limits, and teens may receive the same reminders about approaching or reaching those limits or sleep mode.

We’re learning and planning to improve Instagram for TV based on your feedback. Download the app on an Amazon Fire TV device today.