Instagram is testing a new app, “Instagram for TV,” that allows users to watch Reels on Amazon Fire TV devices, marking the platform’s first tailored experience for television.
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The app, currently limited to U.S. Fire TV devices, focuses on enhancing user experience with personalized content channels, including categories like sports, music, and travel, designed to facilitate easier browsing.
Users can create profiles for up to five Instagram accounts on one shared TV profile, allowing multiple household members to have their personalized viewing experiences.
The app retains a vertical video format and limits Reels to three minutes or less; Meta has not indicated plans to support longer content as it previously tried with IGTV, which was discontinued.
Meta views this initiative as a strategic move to compete more directly against established platforms like YouTube and TikTok for television viewership; Instagram’s Reels have been a significant growth driver in user engagement and advertising revenue.
Currently, the app is in a testing phase and earmarked for expansion to additional devices and international markets in the future, with a focus on refining the mobile-to-TV transition of content.
Meta’s recent investments in AI have reportedly enhanced its content recommendation systems, positively impacting video engagement on the platform, with Instagram seeing a 30% increase in time spent on video since the previous year.
Shares of Meta and Amazon have shown modest performance in the stock market amidst growing concerns over Meta’s substantial investments in AI infrastructure, with Meta’s stock down from recent highs while still up 12% year to date.
