December 16, 2025, 1:30 PM EST. Instagram is piloting a new TV-facing app called Instagram for TV that streams Reels on the living room screen. Initially launching on Amazon's Fire TV in the U.S., the pilot aims to boost big-screen viewing and social sharing. There's no advertising yet on the TV app, but this could come later. The experience personalizes content based on follows and engagement, and groups Reels by channels and categories for easy browsing. Reels and Stories autoplay when you select a creator or channel. The app also surfaces Reels popular with friends, supports search, and allows up to five accounts on one home screen or a dedicated TV account. IG for TV is distinct from the former IGTV initiative and signals Meta's push to expand Reels on larger screens.