New Delhi | Updated: December 17, 2025 02:06 PM IST
4 min read
Whatsapp
twitter
Facebook
Reddit
Instagram Reels, first introduced in 2020, was originally developed and optimised for mobile creators and viewers. (Image credit: Amazon)
Meta on Wednesday announced that it is bringing Reels, Instagram’s short-form video feed, beyond mobile as it expands the app to TVs, starting with Amazon Fire TV.
For years, Instagram Reels have been limited to smartphones. That’s now changing with a new app launching on TVs, particularly Amazon’s Fire TV devices. This is the first time Instagram content has been designed for the big screen.
The Instagram TV app for Fire TV mirrors the mobile experience, displaying portrait Reels with black side bars on the screen. Users can scroll through content organised into interest-based channels such as music, sports, travel, and trending topics.
The app also gives users the ability to log into the app to search for creators and explore profiles, as well as like Reels, read comments and leave reactions.
Be it Instagram Reels or YouTube Shorts, they are fastest-growing content format. (Image credit: Amazon)
Stiff competition with YouTube
One may wonder why Meta has brought Instagram Reels to the big screen when the short-form video feed is designed primarily for smartphones. Perhaps the biggest threat to Reels is the growing popularity of YouTube, which has exploded in recent years. Users log into YouTube not only to watch long-form content from a wide range of creators but also to consume Shorts, videos under a minute long that were designed with TikTok in mind.
Statistics show that YouTube has become both the most-watched streaming service and the most popular podcast platform. In fact, Google-owned YouTube has been ranked as the most popular streaming service on US televisions, surpassing traditional cable TV networks. No wonder the platform now attracts more viewers on TVs than Netflix, Disney+ or Amazon Prime Video. This itself shows how the internet has continued to reshape television and viewing habits.
Since 2022, YouTube has also offered Shorts on the big screen through its updated TV apps.
For now, the app is debuting in the U.S., and only on Amazon’s Fire TV devices. If you’re in the U.S., you can download the Instagram for TV app from the Amazon Appstore. However, note that the app is compatible only with the Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (1st and 2nd generation), Fire TV 2-Series, Fire TV 4-Series, and Fire TV Omni QLED Series.
There is no information yet on when Instagram Reels for TV will arrive in India, but it is expected to launch in the country eventually. India is an important market for both Meta and Amazon, with the country having the highest number of Instagram users in the range of 480 million. Amazon, meanwhile, has recently been focusing heavily on popularising its Fire TV sticks in the country. It is almost certain that Instagram will expand the app to other devices and look beyond Amazon Fire TVs to better compete with YouTube.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
Find all stories by Anuj Bhatia here.
You can find Anuj on Linkedin. ... Read More
4 min read
Be it Instagram Reels or YouTube Shorts, they are fastest-growing content format. (Image credit: Amazon)
YouTube has become the most-watched video provider on televisions in the US. REUTERS/Dado Ruvic/Illustration/File Photo
