Instagram Reels on your tv

Yes, you read that right, Instagram Reels is coming to your living room. The platform is testing a new TV app that allows you to watch Reels with your friends, directly on your television.

The app is still in the testing phase and is currently only available in the U.S. If it proves successful, the testing phase will be expanded to other countries. Users can add up to five accounts on the app, so each account retains its personalized algorithm. Based on the test results, further adjustments will be made to improve the viewing experience.

With this move, Instagram seems to be aiming to encourage more Reels consumption on the big screen (by making Reels less individual and more of a shared experience with friends outside the mobile feed), similar to YouTube Shorts on TV. The difference? YouTube offers multiple video formats for TV, while Instagram does not. Whether this will be enough for lasting success remains to be seen.