Instagram Brings Reels to Television Screens

2 days ago 6

December 18, 2025 | 04:51 pm

TEMPO.CO, Jakarta - Instagram is expanding the reach of its short-form video product by bringing Reels to television screens. The company has announced the launch of IG for TV, a new viewing experience that allows users to watch Instagram Reels on smart TVs, starting with Amazon Fire TV devices.

The move marks Instagram’s push to take short-video consumption beyond smartphones and into the living room. By making Reels available on TV, Instagram is positioning itself more directly against YouTube, which has long dominated television-based video viewing.

The company also hopes to capture casual viewing moments, when users want quick, entertaining content without committing to full-length movies or series.

IG for TV offers a personalized viewing experience, with Reels curated based on each user’s interests, viewing history, and followed creators on the Instagram app. Content is organized into themed channels and categories such as comedy, music, and lifestyle, making it easier for users to explore.

Videos on IG for TV play automatically, removing the need to scroll between clips. Users can still skip to the next Reel, like videos, view comments, and reshare content, maintaining core social features from the mobile app.

The TV experience can be paired with an existing Instagram account, and users can add up to five accounts to a single dashboard. Instagram also allows users to create a separate account dedicated solely to TV viewing.

Instagram stressed that IG for TV is distinct from IGTV, its long-form video app that was discontinued in 2022. The company’s interest in launching a TV app was previously signaled by Instagram head Adam Mosseri in October.

“We are exploring TV,” Mosseri said, as quoted by TechCrunch on December 16, 2025. “TV is an increasingly important surface, it’s been very important for YouTube […] it’s been very important for TikTok. So we’d like to figure out how to make sure that we show up in a compelling way on all the relevant devices.”

Mosseri added that Instagram was late to explore television platforms and acknowledged that the company should have taken this step years earlier.

Read: Clair Obscur: Expedition 33 Wins Game of the Year 2025

Click here to get the latest news updates from Tempo on Google News

Sharing Reels Just Got Better: Here's How to Use Instagram's Blend

21 April 2025