According to engadget, Meta has launched an Instagram app exclusively for Amazon’s Fire TV platform. The app is dedicated solely to short-form video content, meaning Instagram Reels. It’s available now in the US on specific devices including the Fire TV Stick HD, 4K Plus, 4K Max (first and second gen), and Fire TV models like the 2-Series and Omni QLED Series. Users can link an existing Instagram account or create a separate one for TV, with support for up to five different accounts. The app organizes Reels into channels like sports highlights and auto-plays them. Meta states this is a testing phase, with plans to expand to more devices and countries later.
Strategy & Big Screen Battles
So, why a TV app for Reels? It’s a pretty clear shot across the bow in the living room wars. TikTok did this first on Fire TV back in 2020, and now Instagram is following suit. The strategy here is about capturing more of your attention, literally on the biggest screen in your house. It’s not just a phone distraction anymore; it’s potential background noise for your living room. And that’s valuable real estate for Meta.
Here’s the thing: the auto-play feature and curated channels make it feel less like active scrolling and more like lean-back, passive viewing. That’s a different consumption model than on your phone. They’re basically trying to turn Reels into a kind of next-gen, hyper-personalized cable channel. It’s smart, but also a bit aggressive. How many screens do they need to own?
The Test & The Future
Meta is calling this a test, which is wise. The experience on a TV is fundamentally different. Swiping is gone, replaced by a more traditional, sit-and-watch flow. Will people actually want to watch Reels this way? Or is this just Meta checking a box because TikTok did it? The multi-account support is a nice touch for families, and linking teen account time limits is a necessary, if cynical, nod to responsibility.
But look, the real play is obvious. This is about expanding the platform’s reach and finding new ad inventory. A TV screen is premium. If this test shows people engage with it, you can bet ads will follow—and they might command higher rates. For now, it’s a US-only Fire TV exclusive. I’d expect a wider rollout to other TV platforms (looking at you, Roku and Google TV) if the numbers look good. Basically, your TV home screen is the new battleground, and social apps are storming the beach.
