Meta has taken a major step to extend Instagram beyond smartphones by bringing Reels to television screens, starting with Amazon Fire TV devices in the United States.
This marks the first time Instagram content has been built specifically for viewing on large screens. Until now, Reels were available only on mobile devices. With the new TV app, users can watch short form videos directly on compatible Fire TV models.
The Instagram TV app closely follows the mobile experience. Reels appear in portrait format with black side bars on either side of the screen. Content is organised into interest based channels such as music, sports, travel and trending topics, allowing viewers to scroll easily using their remote.
Users can also log in to their accounts on the TV app. This allows them to search for creators, explore profiles, like Reels, read comments and leave reactions, similar to the mobile version.
The move brings Meta into more direct competition with YouTube, which has seen massive growth on television screens. YouTube has become the most watched streaming service on TVs in the United States and is also the most popular podcast platform. It now attracts more TV viewers than Netflix, Disney Plus and Amazon Prime Video. Since 2022, YouTube has offered Shorts on TV through its updated television apps, giving it a strong presence in both long form and short form video.
For now, Instagram Reels on TV is limited to the United States and is available only on Amazon Fire TV devices. Supported models include Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max 1st and 2nd generation, Fire TV 2 Series, Fire TV 4 Series and Fire TV Omni QLED Series.
There is no official timeline for an India launch yet. However, India remains a key market for Meta and Amazon. The country has around 480 million Instagram users, and Amazon has been actively promoting its Fire TV devices locally. An expansion to India and other TV platforms is expected as Meta looks to strengthen its position against YouTube in the living room.
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