Instagram Brings Reels to TV Screens, What It Means for the Social Media?
Instagram is pushing Reels beyond smartphones. The company has announced IG for TV, a new way to watch Reels on television. The rollout begins with Amazon Fire TV, marking Instagram’s first serious step into the living room.
This move places Instagram directly against YouTube, which has long dominated TV-based video viewing. By entering this space, Instagram wants to keep users engaged even when they move away from their phones.
What IG for TV offers
IG for TV mirrors the Reels experience users already know. The app shows short videos based on your interests and viewing habits. It pulls data from the Instagram app to personalise what appears on screen.
Reels appear in channels and categories such as comedy, music, and lifestyle. This structure makes discovery easier on a large screen. Videos play automatically, reducing the need for constant interaction. Viewers can still skip, like, check comments, and re-share Reels using the TV interface.
Instagram also allows users to pair their TV app with their mobile account. You can add up to five accounts in one home. Users can also create a separate account only for TV viewing.
Why Instagram is betting on the big screen
Short-form video has remained a mobile-first format. Instagram’s TV push changes that idea. The company wants Reels to become a casual viewing option, similar to flipping channels.
The timing is strategic. Many viewers turn to short videos when they do not want to commit to a full movie or episode. Instagram aims to fill that gap with endless, auto-playing Reels on TV.
This approach mirrors how YouTube expanded from desktop to mobile and then to televisions. Instagram now wants a similar presence across devices.
Not to be confused with IGTV
Instagram clarified that IG for TV is not a return of IGTV. IGTV focused on long-form videos and shut down in 2022. IG for TV stays rooted in short, vertical content built for quick consumption.
What it means for the future of social media
Reels arriving on TV signals a larger shift. Social media content is no longer tied to small screens. Platforms now expect users to move seamlessly between phone, tablet, and television.
Instagram’s expansion suggests that short videos are becoming a mainstream viewing format. The living room is no longer reserved only for traditional streaming or broadcast content.
