Instagram just launched Instagram for TV, a new smart TV app that streams Reels directly into your living room’s big screen.

(Important note: This is NOT a resurrection of IGTV—an Instagram app that was dedicated to long-form video that was shuttered in 2022.)

How it Works

The user experience is designed especially for TV:

• Reels play automatically. The experience is designed to mimic traditional TV watching, where one video flows into the next. No scrolling required.

• They also organize themselves into channels based on your interests. Comedy, music, sports highlights, travel, and trending moments all get their own spaces.

• You can like, comment, and re-share videos just like you would on mobile.

• You can set up multiple accounts (up to five) in one home so every household member gets personalized recommendations. You can also create a dedicated Instagram for TV account that isn't linked to your main profile if you prefer.

• Filtered for a broad audience. If you create Reels, they should be eligible for this new platform as long as they are "suitable for a broad audience" (think PG-13).

For now, it's only available on Amazon Fire TV devices in the US, with expansion to more countries and devices coming soon.

Why It Matters

YouTube and TikTok have dominated the television space for years. Now Instagram is playing catch-up, but is also trying to be intentional with their approach: quality channels, personalization, and an experience built specifically for Reels on the big screen.

But what does this mean for brand marketing strategies?

Here's what you can be thinking about:

• Your Reels audiences may expand beyond mobile.

• Audit your top-performing Reels and think about how they perform on a bigger screen.

• Watch the rollout and prepare to optimize your strategy as the platform grows.

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