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Instagram starts testing Reels on TV with new app for big-screen viewing: 5 key things
Instagram has begun testing a TV app that brings Reels to the big screen. Available on Amazon Fire TV in the US, Instagram for TV lets users watch creator videos together, with personalised channels, shared viewing, and built-in safety features.
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Instagram has started testing a new app designed specifically for television screens, letting people watch Reels on the big screen instead of on their phones. The idea is simple: watching short videos together with friends or family can be more fun. This test will help Instagram understand how people use Reels in a shared, living-room setting.
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For now, Instagram for TV is available only in the United States and works on Amazon Fire TV devices. Users can download the Instagram app directly on their Fire TV and sign in. Instagram says it plans to expand the TV version to more countries and devices once it learns how people respond to the experience.
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Setting up Instagram for TV is designed to be easy. Users can sign in using their existing Instagram account or link it through the mobile app’s settings. Up to five accounts can be added on one TV, allowing different family members to get personalised Reels. There’s also an option to create a TV-only account that isn’t tied to a personal profile.
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Once logged in, Reels are organised into channels based on interests like music, sports, travel, and trending topics. Instead of scrolling endlessly, users can select a reel and sit back as more videos play automatically with sound. Instagram says future updates may include using phones as remotes and shared feeds with friends.
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Because Instagram for TV is meant for group viewing, the company is applying stricter content rules. Most Reels follow a PG-13 standard, similar to what’s already used on mobile. For teens, existing safety features remain in place, including content limits, usage tracking, and sleep reminders linked to their Instagram accounts.
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