Instagram makes its TV debut with launch on Amazon Fire TV devices

Instagram is officially moving to the living room as Amazon Fire TV and Meta introduce Instagram for TV, bringing the popular social media platform’s short-form video experience to the big screen.

Starting on Tuesday (Dec 16), Fire TV users can watch Instagram Reels directly on their televisions, transforming how families and friends discover and share content together.

According to an Amazon press note, the new app has been designed specifically for television viewing, allowing users to enjoy Reels without relying on their smartphones. The move aligns with Fire TV’s broader push to expand entertainment options beyond traditional streaming, integrating social and creator-led content into the TV ecosystem.

“Our mission is to get you to the world’s best content fast, and we’re thrilled to welcome Instagram to Fire TV,” said Aidan Marcuss, vice president of Fire TV. “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. We can’t wait to see what customers think.”

The Instagram for TV app showcases short-form videos from creators across music, sports, travel, trends and pop culture, organised into interest-based channels to make discovery effortless. Users can sign in with their existing Instagram accounts, with support for up to five profiles per device, enabling personalised recommendations for different members of a household. The app also allows users to create a separate account exclusively for TV viewing if they choose.

Beyond passive viewing, the TV app includes search functionality to help users find specific creators, explore profiles and browse topics of interest. Viewers can also like Reels and read comments and reactions, bringing familiar Instagram interactions to the television format.

Currently, Instagram for TV is available in the US on select Amazon Fire TV devices, including Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (1st and 2nd Gen), Fire TV 2-Series, Fire TV 4-Series and Fire TV Omni QLED Series. The app can be downloaded from the Amazon Appstore, marking Instagram’s first dedicated rollout on TV screens and signaling a new chapter in how social content is consumed at home.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!

Ashok Mansukhani, Corporate Law and Media Law Advocate at Ashokmansukhani Associates

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Instagram makes its TV debut with launch on Amazon Fire TV devices

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