Instagram for TV is Meta's Instagram app for televisions, built for watching Reels on the big screen with the people in the room. In the US it's available on Amazon Fire TV, Google TV and Samsung Smart TVs from the 2020 model year onwards. Install the Instagram app on your TV and sign in, or set it up from Settings and activity in the Instagram app on your phone.
Meta started testing Instagram for TV in December 2025 on Amazon Fire TV, added Google TV devices in February 2026 and brought it to Samsung TVs in June. Meta says that together those cover the majority of connected TV devices in the US.
If you've been wondering whether there's an Instagram app for your TV, how it works, and what it means for creators, here's what Meta has said so far.
Which TVs have Instagram for TV
| Device | Available since | Notes |
|---|---|---|
| Amazon Fire TV | December 2025 | The first device in the test, in the US |
| Google TV devices | February 2026 | US |
| Samsung Smart TVs | June 2026 | US, 2020 model year TVs and newer |
Meta has said it plans to expand to more countries and devices, but so far every launch has been in the US. If you're in the UK or elsewhere and can't find the app on your TV, that's why.
How to set it up
- On a supported TV, install the Instagram app and sign in to your account.
- Or open Instagram on your phone, go to Settings and activity, and set up Instagram for TV from there.
- Add other people in your home: Meta says you can add up to five accounts, so everyone gets their own personalised Reels.
- If you'd rather keep your main profile off the TV, create a separate Instagram for TV account that isn't linked to your profile.
- Pick a channel and let Reels play.
What it's like to use
Instagram for TV doesn't show your normal feed. When you sign in, Reels are grouped into channels that match your interests, such as new music, sports highlights, hidden travel gems and trending moments. Pick a reel and the next one plays automatically with full sound, so there's no scrolling.
The features Meta is testing
| Feature | What it does |
|---|---|
| Channels by interest | Makes it easier to find something everyone in the room will enjoy, from comedy to sport to favourite creators |
| Cast Reels from your phone | Send a reel from your phone to the TV in a few taps, including videos from your Saved tab. Available on Google TV and Fire TV |
| Stories on the big screen | Catch up on friends' and creators' stories without crowding round a phone |
| Horizontal video | A dedicated home for horizontal videos made for a TV screen |
Casting from your Saved tab is the one I'd try first. If you save Reels to show someone later, you can now put them straight on the TV.
What's coming next
Meta says it's exploring formats built for the living room and aims to start rolling them out soon:
- Longer-form creator content, so creators can tell deeper stories on TV
- Episodic series that unfold across several episodes
- Live on TV, bringing live creator broadcasts to the big screen
Safety and teen accounts
Because Instagram for TV is built for shared viewing, Meta applies content standards suitable for a broad audience. Reels generally follow the 13+ content rating system on the mobile app, which Meta says aims to show content similar to what you'd see in an age-appropriate film.
For teens, the TV app is meant to follow the same safeguards as the phone app, limiting content, comments and profiles that may be unsuitable for under-18s. Time spent watching on TV also counts towards a Teen Account's usage limit alongside their phone use, and teens can get the same reminders and Sleep mode as on their phone.
What it means for creators and brands
If you make Reels for your business, this is worth noticing. TV viewing is shared, so a reel can land in front of a whole family or a group of friends at once. Meta's testing a home for horizontal video, and exploring longer and episodic formats, so it's a good moment to think about content that works on a big screen as well as a phone.
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- Make sure your Reels make sense with the sound on, because TV plays with full sound
- Test a horizontal version of your best-performing reel
- Think in series: a run of related Reels suits the episodic direction Meta is exploring
- Keep text away from the very edges, as it may be harder to read across a room
Plan for the big screen
Here's the script of my best-performing Instagram reel.
Turn it into a three-part series of horizontal videos for viewers watching on a TV, with a short hook at the start of each one.
My take
Instagram for TV is still a US-first experiment, but it's spreading fast across devices, and Meta's plans for longer, episodic and live formats tell you where Reels are heading. For most people it's an easy way to watch together; for creators, it's a reason to start testing horizontal and series content now. If you want to understand what gets your Reels shown in the first place, start with how the Reels algorithm decides what to show, and my comparison of Instagram Reels vs TikTok for business helps you decide where to put your effort.
Frequently asked questions
Is there an Instagram app for TV?
Yes. Instagram for TV is Meta's TV app for watching Reels. In the US it's on Amazon Fire TV, Google TV devices and Samsung Smart TVs from the 2020 model year onwards.
How do I watch Instagram on my TV?
Install the Instagram app on a supported TV and sign in, or set it up from Settings and activity in the Instagram app on your phone.
Can I cast Instagram Reels to my TV?
Yes. Meta says you can send Reels from your phone to your TV in a few taps on Google TV and Fire TV, including videos from your Saved tab.
How many accounts can I use on Instagram for TV?
Meta says you can add up to five accounts, so everyone in your home gets a personalised way to watch Reels.
Is Instagram for TV available in the UK?
Not yet. Every Instagram for TV launch so far has been in the US, and Meta says it plans to expand to more countries and devices.
