Instagram has announced a new television-focused app called Instagram for TV, marking its first dedicated effort to bring Instagram content to the big screen. The app is currently limited to watching Reels, though the company said more features are planned.
Instagram for TV is now available for testing in the US on Amazon Fire TV devices. Instagram said the app will expand to additional devices and regions in the coming months.
At launch, the app focuses entirely on Reels playback. Users can add up to five existing Instagram accounts or create a separate account specifically for the TV experience. The UI for choosing between accounts will look somewhat similar to Netflix’s profile picking menu on TVs.
Reels on Instagram for TV are organised into dedicated channels based on a user’s interests. The app also includes a search function that allows users to find creators, profiles, and topics directly from the TV interface.
Instagram said it is working on additional features, including the ability to use a phone as a remote control, shared feeds for group viewing, and improved navigation tools.
Instagram for TV follows a PG-13 content rating system. Teen users receive the same safety protections available on the mobile app, including restrictions on content, comments, and profiles that are considered unsuitable for users under 18.
