Meta has announced it will begin testing Instagram for TV in the U.S. through Amazon Fire TV streaming devices, marking the photo-sharing platform’s expansion beyond mobile screens.

According to the announcement, the new application brings Instagram’s short-form Reels videos to television sets, allowing users to watch content from creators on larger screens. The test launch is currently limited to Amazon Fire TV devices, with plans to expand to additional hardware manufacturers in the future.

Channel-Based Content Organization

Users accessing Instagram for TV will find Reels organized into interest-based channels covering topics including music, sports, travel and trending moments. Meta states that once a user selects a reel, additional content plays automatically with full sound.

The application supports up to five individual Instagram accounts on a single TV-specific profile, enabling household members to access personalized content feeds. Users can also create standalone Instagram for TV accounts not linked to their mobile profiles.

Vertical Video Format Maintained

The Instagram for TV app will display Reels in their original vertical video format rather than reformatting content for horizontal television screens, according to Tessa Lyons, Instagram VP of Product, in an interview with CNBC.

“We think we probably have a lot more work to do to really make sure that we’re bringing people the content they love on mobile in a way that really makes sense for them and feels designed for TV,” Lyons told CNBC. “That’s where we’re going to be focused in 2026 as well as bringing it to more people and more devices, and, down the line, we’ll certainly think more about monetization.”

The platform will focus on short-form content, featuring Reels videos of three minutes or less. Lyons indicated the company may consider longer content formats in the future.

Content Standards and Teen Safety

Meta states the application applies content standards suitable for broad audiences, with Reels generally following the PG-13 rating system recently introduced on the mobile app.

For users under 18, time spent on Instagram for TV counts toward Teen Account usage limits alongside mobile app usage. Teen users may receive notifications about approaching or reaching usage limits or Sleep mode restrictions.

Future Development Plans

Meta plans to introduce additional features to the application over time, including phone-based remote browsing, alternative channel-surfing methods, shared feeds with friends, and simplified options for following creators, according to the announcement.

The company indicated it is prioritizing user experience development over immediate advertising expansion on the television platform. Lyons told CNBC that monetization considerations will come after ensuring the content experience is optimized for television viewing.

Instagram for TV is available for download on Amazon Fire TV devices in the United States.

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