Amazon has expanded the social media experience in the living room with the launch of Instagram for TV on select Fire TV devices, allowing users to watch Instagram Reels directly on their television screens. The new feature, developed in partnership with Meta, is available starting today for Fire TV customers in the United States.
With the new Instagram for TV app, users can enjoy short-form video content from their favorite creators without relying on mobile devices. The app presents Reels in a TV-optimized format, organizing content into interest-based channels that span music, sports highlights, travel, trends, and other popular categories.
Aidan Marcuss, Vice President of Fire TV, said the move aligns with Amazon’s goal of making content discovery faster and more immersive. He described the Instagram integration as a step toward pushing the boundaries of entertainment on larger screens, noting that Fire TV is the first platform to offer this dedicated TV experience for Instagram.
The app allows users to sign in with up to five Instagram accounts per household, enabling personalized recommendations for different viewers. Users can search for creators, explore profiles, like Reels, and browse comments and reactions using their TV interface. Amazon also noted that users can create a separate Instagram account specifically for TV viewing if they choose.
The Instagram for TV app is currently available on a range of Fire TV devices, including Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (1st and 2nd generation), Fire TV 2-Series, Fire TV 4-Series, and Fire TV Omni QLED Series. The app can be downloaded from the Amazon Appstore.
The launch underscores a broader trend of social media platforms moving beyond smartphones and into shared home entertainment spaces, as Amazon and Meta look to redefine how audiences consume short-form video content.
