By Kayla DeKraker
Instagram is coming to a living room near you.
The social media giant has partnered with Amazon Fire TV devices, bringing its hugely popular reels to big-screen viewing. The move marks Instagram’s first television experience and positions the Meta-owned platform to compete with other social video giants like YouTube and TikTok who already have TV apps.
“We’re excited to start testing Instagram for TV, bringing reels from your favorite creators to the big screen so you can enjoy them with friends,” Instagram said in a blog post lasts month. “We’ve heard from our community that watching reels together is more fun, and this test is designed to learn which features make that experience work best on TV.”
The post explained that while the app is only available on US Amazon Fire TV devices, Instagram plans to “expand” to more devices and countries in the future “as we learn from this test.”
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“Our mission is to get you to the world’s best content fast, and we’re thrilled to welcome Instagram to Fire TV,” said Aidan Mrcuss, vice president of Fire TV. “We’re committed to keep pushing the boundaries of entertainment on customers’ biggest screens.”
Amazon’s description of the TV app promises you can
- Watch Reels with others on the big screen, the easiest way to enjoy content together.
- Explore channels full of what you like, from music and sports highlights to travel and trending moments.
- See comments and reactions on-screen, paired with full sound for a more social experience.
- Enjoy a continuous stream of Reels from creators you follow and new content you’ll love.
According to Deadline, Instagram is already a huge driving force for Meta’s success. The outlet reported, “The social network has become a key driver for Meta overall. The company posted third-quarter revenue of $51.2 billion, up 24% from the year-earlier period, with ad impressions up 14%. Reels now accounts for more than half of the time users spend on Instagram.”
Amazon Fire TV announced the news in an Instagram post last week and received a mix of responses.
“📱➡️📺 Big news! Your favorite @Instagram Reels just got BIGGER,” the caption read. “Watch trending content and creators you love, with friends on your TV, starting first on Fire TV. Check it out.🔥 #FireTV #InstagramReels.”
One person commented, “So cool!” and said “Love this!” Other, however, expressed concern.
“Just what the world needs, big screen brain rot reels,” one person said.
Will you be watching Instagram from your living room?
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