Instagram Reels launches on Fire TV, bringing social media to the big screen

Instagram for TV is now on Fire TV, letting users watch Reels on a larger screen with multiple accounts

Amazon and Meta have teamed up to bring Instagram Reels to a bigger screen with the launch of Instagram for TV on Fire TV devices in the United States.

The new app allows users to enjoy short-form videos, curated by individual algorithms, in a TV-friendly interface. It’s the first Instagram app specifically designed for television viewing.

Users can download the Instagram for TV app from the Amazon Appstore and sign in with up to five personal accounts. A dedicated account for Instagram for TV is also an option for those who prefer a separate profile. The app mirrors the standard Instagram experience, featuring personalized recommendations, search capabilities, topic-based channels, and engagement options such as likes and comments.

The move signals Instagram’s effort to compete with YouTube on TV platforms. While YouTube offers long-form content and Shorts, Instagram Reels has proven more popular for short, addictive videos. Integrating Reels into the TV interface could shift attention away from YouTube and other streaming services.

Currently, the app is compatible with select Amazon Fire TV devices, including Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (1st and 2nd Gen), and Fire TV 2-Series, 4-Series, and Omni QLED Series. The app is exclusive to Amazon Fire TV in the U.S. at launch, with no international availability announced yet.

This development marks a significant step in social media integration into home entertainment, making it easier for households to enjoy Instagram Reels together without relying on phones or tablets.