Instagram tests “Instagram for TV” — Reels coming to smart TVs

Instagram is piloting a TV version of its app — called “Instagram for TV” — that focuses on Reels, letting users watch short vertical videos on their televisions. The trial is currently limited to the United States and aims to make Reels a shared, living‑room experience rather than just a phone pastime.

The test appears focused on making it easy to queue and view short clips at scale on big screens, so families or groups can watch together. Instagram for TV could include simplified navigation and a viewing‑first interface optimized for remote control or cast‑style playback.

What to expect from the test

• Initial rollout in the US with a limited user/tester group; broader availability may follow depending on feedback.
• Reels‑centric UI optimized for TVs — likely simplified controls and full‑screen playback designed for shared viewing.
• Potential integration with casting devices and smart TV platforms, though Instagram has not yet confirmed supported hardware.
• New ad formats or monetization strategies could emerge as short‑form video moves to the living room.

Why this matters

Bringing Reels to TV positions Instagram to compete more directly with TikTok and YouTube on the big screen and could change how short‑form content is consumed — from solo scrolling to communal watching. For creators and advertisers, TV distribution may open new reach and revenue opportunities, but it also raises questions about content format, curation and ad experience on larger displays.

Right now the experiment is small and US‑only. If you use Instagram frequently, watch for app updates or TV app listings to see when a wider rollout might arrive. For official info, check Instagram’s help center or app store listings: Instagram.

Discussion: Would you watch Reels on your TV with friends and family — or do short vertical clips belong on your phone? What would make a TV Reels app worth using?