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Instagram is taking its short-form video format to a bigger stage—literally. On Tuesday, the platform launched Instagram for TV, debuting initially in the United States on Amazon Fire TV devices. The move aims to make reels more social by letting users watch them together on their televisions rather than just on phones.

The new app organises reels into themed channels, including trending comedy, sports highlights, hidden travel gems, and more. Once a channel is selected, videos play automatically, creating a lean-back experience similar to traditional TV—perfect for group viewing.

Instagram says the feature was inspired by feedback from users who enjoy watching reels together. Tessa Lyons, VP of Product at Instagram, explained that people were already casting reels to their TVs to share with friends.

"People already want to get together and connect with each other over reels on the TV," Lyons told a foreign media outlet. "Not just DMing them, but actually being together enjoying them."

Lyons added that the idea came from her personal experience. She often found herself watching reels on her phone while sitting on the couch with her husband, realising a TV version would make the experience more fun and communal.

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Currently in testing, Instagram for TV plans to expand to more devices and countries. The app allows up to five Instagram accounts per Fire TV device, with reels automatically grouped into personalised channels based on each user’s interests. Early experiments will help Instagram refine shared viewing features, such as:

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Instagram for TV follows content standards suitable for a broad audience, using the PG-13 rating system introduced on mobile. For teens, safeguards similar to the mobile app are in place, including limiting access to certain content, comments, and profiles. Time spent on the TV app counts toward a teen’s daily usage limit, and reminders are given when limits are approached.

To get started, users can install Instagram on their Amazon Fire TV, sign in, and link up to five accounts. Videos are organised into channels like new music, sports, hidden travel gems, and trending moments, allowing viewers to kick back and enjoy continuous Reels without scrolling.