Instagram Brings Reels to Television Screens, India Rollout Awaited

A new Instagram for TV application has been launched on select Amazon Fire TV devices in the United States, following a collaboration between Meta and Amazon . The app is designed to bring Instagram’s short-form video content, particularly Reels , to larger television screens.

The new app is currently available for download from the Amazon Appstore in the US. According to the companies, the application allows users to watch, like, and share Reels on supported Fire TV devices. Support for multiple Instagram accounts has also been provided, making the app suitable for households with more than one user.

It has been stated that up to five Instagram accounts can be logged in on a single Fire TV device. Content recommendations on the television app are said to be powered by Instagram’s existing algorithm, meaning users are shown Reels based on their interests and viewing behaviour, similar to the mobile experience.

Within the app, Reels are organised into interest-based channels . Users are able to search for content creators, explore profiles, and browse topics directly from their television screens. The app also allows viewers to like Reels and read comments and reactions , though content creation features are not currently available.

Amazon has confirmed that the Instagram for TV app is supported on select devices, including Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (first and second generations), Fire TV 2-Series, Fire TV 4-Series, and the Fire TV Omni QLED Series.

At present, the app remains exclusive to the US market. Meta and Amazon have not announced any timeline for its launch in India or other regions. However, a wider international rollout is expected to be considered after the initial US release, based on user response and platform readiness.

The launch comes at a time when Amazon continues to expand its Fire TV lineup in India. Recently, the Fire TV Stick 4K Select was introduced in the Indian market at a price of ₹5,499, offering 4K Ultra HD playback, HDR10+ support, and Alexa voice integration. Despite this, the Instagram for TV app is not yet available on Fire TV devices in India.

With this move, Instagram appears to be exploring new ways to extend its short-form video experience beyond smartphones, targeting living-room screens and competing more directly with other video platforms on smart TVs.