Instagram has unveiled IG for TV, a new application that allows users to watch Reels directly on television screens, marking a major push into connected TV viewing.

The app is currently rolling out on Amazon Fire TV, enabling users to stream personalized short-form videos on a bigger screen as Instagram moves to compete with YouTube’s dominance in home entertainment.

The new app is designed to extend Instagram’s mobile-first experience into the living room by offering continuous, automatic playback of Reels to users’ interests.

Once installed on Fire TV, users can sign in directly or pair the app with their mobile Instagram account. The platform supports up to five household profiles, making it suitable for shared viewing among family members.

Content on IG for TV is organized into channels and categories such as comedy, music, lifestyle, and trending Reels, reflecting individual viewing habits similar to the mobile feed.

Videos play back-to-back without interruption, creating a lean-back experience tailored for relaxed, communal watching rather than active scrolling.

Instagram says the move is part of a broader strategy to increase the time users spend consuming video content on its platform while expanding beyond smartphones.

By positioning Reels in the living room, the company aims to capture audiences during traditional TV viewing hours and strengthen its appeal to creators and advertisers seeking wider reach.

The launch also highlights a growing trend toward co-viewing, where short-form digital content is enjoyed socially on large screens.

This shift could reshape how users engage with Reels, turning what was once a personal, mobile activity into a shared entertainment experience.

While IG for TV is currently limited to Amazon Fire TV, Instagram has indicated plans to expand the app to other smart TV platforms in the future.

The rollout signals increasing competition in the connected TV space as social media platforms seek to blend short-form video with traditional home viewing environments.