Instagram unveils TV app to rival YouTube

The Rise of Instagram on the Big Screen

For years, YouTube has dominated the living room with its vast library of videos, but a new contender is now making its move. Instagram, the social media giant known for its addictive short-form video content, has officially launched a dedicated TV app, bringing the vertical format of Reels to the big screen. This development marks a significant shift in how users can access and engage with content, potentially reshaping viewing habits.

Instagram Tests IG for TV

Instagram is pushing Reels beyond mobile screens and into the living room. The company revealed that it is testing IG for TV, a new way to watch Reels on television, with the initial rollout available on Amazon Fire TV. By expanding to TV, Instagram is making a clear play for viewers traditionally claimed by YouTube, which continues to dominate big-screen video. The goal appears to be capturing those casual, lean-back moments — when sitting through a full movie or TV episode feels like too much, and short, swipeable videos sound more appealing.

Despite the similar name, IG for TV is not a comeback for IGTV. Instagram shut down IGTV in 2022, and this new offering is focused entirely on short-form Reels rather than long-form programming.

How IG for TV Works

IG for TV delivers a viewing experience tailored to each user, pulling in Reels based on the creators and content you already engage with on Instagram. Videos are grouped into themed channels and categories — such as comedy, music, and lifestyle — making it easier to browse and discover new content without endless searching.

Reels play automatically, creating a hands-free, lean-back experience similar to traditional TV. Viewers can still skip ahead at any time, as well as like videos, read comments, and re-share Reels directly from the TV interface. To get started, users can link IG for TV to their existing Instagram app and manage up to five accounts within a single household, or opt to create a separate account dedicated solely to TV viewing.

Instagram Should Have Gone ‘Big’ Sooner

Instagram’s arrival on TV has felt inevitable for some time, and the official launch of its TV app only confirms that expectation. Back in October, Instagram head Adam Mosseri openly signaled the company’s ambitions, revealing that a dedicated TV experience was already in the works.

Speaking at Bloomberg’s Screentime event, Mosseri acknowledged the growing importance of television as a major content platform. He pointed out that TV has become a critical distribution channel for rivals like YouTube and TikTok, making it clear that Instagram needed to establish a presence beyond mobile devices. According to Mosseri, the goal was to ensure Instagram could deliver a compelling experience across all screens that matter to users.

“We’re exploring TV,” Mosseri said at the time. “TV is an increasingly important surface, it’s been very important for YouTube […] it’s been very important for TikTok. So we’d like to figure out how to make sure that we show up in a compelling way on all the relevant devices.”

He also admitted that the company may have waited too long to make the leap. In hindsight, Mosseri described Instagram’s delay in exploring a TV app as a missed opportunity, noting that he wished the platform had embraced big-screen viewing several years earlier.