Instagram has launched a dedicated TV app for Fire TV to let users watch Reels on the big screen, expanding beyond mobile viewing.

The app supports up to five accounts per device, allowing personalized experiences for different household members, with content organized into interest-based channels.

Reels on TV are currently in testing and will remain vertical, with potential future refinements like using a phone as a remote and improved navigation, as the product evolves.

The piece outlines podcast offerings that accompany the launch, highlighting topics from investing insight to technology’s impact on society.

The move is framed within the broader trend of TV-native short-form video and creator-driven content, noting timing and competitive context.

The story combines product news with a curated media recommendations section geared toward tech and business audiences.

Editorial notes touch on Reels’ popularity, ongoing feature testing, and include the author’s bio details.

Meta’s quarterly results underscore Reels’ role in engagement and monetization, with ad impressions rising and revenue up year over year.

Skepticism remains about the TV viewing experience for short-form video due to remote navigation versus touch interfaces.

Vertical video trends are highlighted, contrasting with TikTok and YouTube Shorts, which are more mobile-focused.

Historical context cites earlier TV integrations (e.g., Quibi) and notes uncertain long-term success.

The app’s TV optimization is still developing, with uncertainty about future performance on bigger screens.