Meta has introduced an Instagram app for Amazon's Fire TV, allowing US users to watch short-form Reels videos on their televisions. The app focuses on Reels content and is available through the Amazon App Store on select devices. It marks the first such integration for Instagram on a TV platform.
Instagram Reels, the platform's popular short-form video feature and a key competitor to TikTok, is now accessible on Amazon Fire TV devices. The app launched exclusively for US customers and began rolling out on Tuesday, enabling users to enjoy creator content on larger screens.
The Instagram for TV app functions much like its mobile counterpart, displaying portrait-oriented videos with black bars on the sides. Content is organized into interest-based channels, such as sports highlights, travel gems, music drops, and trending topics. Reels play automatically, eliminating the need to swipe, and users can log in to search for creators, explore profiles, like videos, read comments, and leave reactions. The app supports up to five accounts and factors viewing time into limits for teen accounts. While currently unoptimized for the big screen, Meta indicates it is in testing, with potential changes to formats and expansion to more devices and countries ahead.
"We're committed to keep pushing the boundaries of entertainment on customers' biggest screens -- the Instagram team has built an awesome experience, and we're excited to be the first place to offer it," said Aidan Marcuss, vice president of Fire TV, in a statement. This follows TikTok's Fire TV app launch in 2020, though past attempts like Quibi's TV expansion failed to sustain the service.
Compatible devices include the Fire TV Stick HD, Fire TV Stick 4K, Fire TV Stick 4K Max (first and second generations), Fire TV 2-Series, Fire TV 4-Series, and Fire TV Omni QLED Series. Users can download it via the Amazon App Store and link to an existing account or create a new one.
