Instagram Reels Goes Big Screen: Meta Experiments With TV Viewing

Meta is reimagining how Instagram Reels are consumed by testing a new television-based viewing experience. The company has started a limited pilot that brings Reels to larger screens, marking a shift from the traditionally personal, mobile-first format to a shared, living-room environment. The test is currently live in the United States on Amazon Fire TV devices.

Designed for relaxed viewing, the TV version of Instagram removes the need for constant scrolling. Instead, content is presented through curated, interest-led channels such as music, sports, travel and trending videos. Once a category is selected, Reels play automatically with sound, creating a continuous, lean-back experience similar to traditional TV consumption.

Familiar Accounts, Shared Screens

Users can log in using their existing Instagram credentials or connect their accounts through the mobile app. The platform also supports multiple profiles, allowing different members of a household to access personalised recommendations on the same television — a notable departure from Instagram’s typically individual-focused usage.

Safety, Controls and Content Standards

Meta has emphasised that the TV experience follows the same content guidelines as the mobile app, broadly aligned with a PG-13 rating. Teen safety tools, screen-time limits and existing parental controls continue to apply, ensuring consistent safeguards across devices.

What’s Next for Instagram on TV

According to Meta, the experiment is aimed at understanding how short-form video performs in shared viewing spaces. The company plans to gradually introduce features such as phone-based navigation, expanded browsing options and interactive, co-viewing experiences.

For now, Instagram for TV remains in a testing phase with limited availability. However, Meta has indicated that broader rollouts across more devices and regions could follow, depending on user response and viewing behaviour.

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