Instagram Tests Reels for TV on Amazon Fire Devices

Mark Zuckerberghas announced that Instagram is testing Instagram Reels for TV in the US, allowing users to access short vidoes on big screen. The move suggests that the company is directly taking on rivals like TikTok and YouTube.The testing phase is starting exclusively onAmazonFire TV streaming devices."Testing Instagram for TV -- a new way to watch Reels on your TV. It's fun watching together with friends. You can try it now with Amazon, and more soon," Zuckerberg said in post on his channel on Instagram. Meanwhile, Instagram Vice President of Product, Tessa Lyons, told CNBC that the new TV app is designed to feature the platform's popular TikTok-like Reels, which are algorithmically recommended to users.IPL Auction 2026IPL Auction 2026: Full list of sold and unsold players for all teamsIPL 2026 team and squad List: Updated players for all 10 Teams; who got whomInstagram prioritising experience over immediate adsAccording to Lyons, while Meta plans to expand the TV app to other device makers eventually, the current priority for 2026 is ensuring a "great experience" for users, rather than the immediate expansion of its massive advertising business onto television.“We think we probably have a lot more work to do to really make sure that we’re bringing people the content they love on mobile in a way that really makes sense for them and feels designed for TV.That’s where we’re going to be focused in 2026... and, down the line, we’ll certainly think more about monetization,” Lyons said.Lyons confirmed a few key design points for the TV viewing experience:Format:Reels displayed on the TV app will continue to be vertical videos, rather than being reformatted to fit a standard horizontal television screen.Length:The app will strictly adhere to short-form content, only showing Reels videos that are three minutes or less.Content channels:Users will be able to browse selections of Reels organised into channels based on interests like sports, music, and travel.Customers will be allowed to add up to five individual Instagram accounts to a single, shared TV-specific account. However, Meta stated it would "apply content standards suitable for a broad audience."