Instagram begins testing TV version of Reels on Amazon Fire TV

Instagram has begun testing a TV-based version of its platform, allowing users to watch Reels on the big screen.

The test was announced on Tuesday by Instagram head Adam Mosseri in a post on the platform, where he said the move aims to make Reels more social and suitable for shared viewing.

“We’re bringing Reels from your favorite creators to the big screen so you can watch content together,” Mosseri said.

The TV experience – via Amazon Fire TV devices – lets users browse Reels organized into interest-based channels and search for specific creators.

Instagram, owned by Meta Platforms, has increasingly prioritized Reels as it competes with rivals such as TikTok and YouTube Shorts.

For now, the new experience is only available in the US.