Meta and Amazon have rolled out a new Instagram for TV app on Amazon Fire TV devices, marking the first time Instagram content has been designed specifically for television viewing. The app has launched in the United States and is available now on select Fire TV models, letting users watch short‑form videos from their favourite creators on the big screen.
The experience, which focuses on Instagram’s Reels format, arranges content into interest based channels such as music, sports highlights, travel and trending clips so users can lean back and enjoy videos without constant manual scrolling. Navigation mimics Instagram’s familiar mobile interface and viewers can like, comment and interact directly from their TV screens.
Instagram for TV supports up to five Instagram accounts per device, meaning multiple household members can switch between personalised feeds. Users can also search for creators, explore topic channels and engage with content tailored to their interests.
The rollout reflects social media’s growing push into living room entertainment, where platforms like YouTube and TikTok have already established TV apps to compete for viewers’ attention alongside traditional streaming services. Instagram’s TV first move is part of a broader strategy to extend short‑form video beyond handheld devices and into shared home experiences.
While initially limited to Amazon’s Fire TV ecosystem in the United States, Meta has indicated plans to refine the app based on user feedback and potentially expand to additional regions and devices in the future.
“Our mission is to get you to the world’s best content fast and we are thrilled to welcome Instagram to Fire TV,” said Aidan Marcuss, vice president of Fire TV. “We are committed to keep pushing the boundaries of entertainment on customers’ biggest screens. The Instagram team has built an awesome experience and we are excited to be the first place to offer it. We cannot wait to see what customers think.”
