Instagram has started testing a new app called Instagram for TV, which brings Reels to larger screens for shared viewing. The test is designed to explore how people watch short form video together and which features work best in a living room setting.
Instagram for TV is currently available in the United States on Amazon Fire TV devices. Users can sign in with their existing Instagram account or set up the experience through the mobile app. The TV app supports up to five accounts, allowing different household members to access personalized content. There is also an option to create a separate TV only account that is not linked to a personal profile.
Once signed in, Reels are organized into interest based channels such as music, sports, travel, and trending moments. After selecting a Reel, additional content plays automatically with sound, without the need to scroll. Instagram says this format is meant to make viewing more relaxed and suitable for group settings.
The company plans to add more features over time, including using a phone as a remote, easier channel navigation, shared feeds with friends, and better ways to follow favorite creators. Content shown on Instagram for TV generally follows a PG 13 standard, with similar safety controls to those available on the mobile app.
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