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.