Instagram has announced the testing of a new feature called Instagram for TV. This new app allows users to watch Instagram Reels on their television screens, making it easier to enjoy content together with friends and family.
Instagram says many users prefer watching Reels as a shared experience, especially at home. The TV version is designed to understand how people engage with short video content outside of their mobile phones. Although Instagram for TV is currently available only in the United States on Amazon Fire TV devices, the platform has confirmed plans to expand to more countries, including markets like South Africa, in the future.
What is Instagram for TV?
Instagram for TV brings Reels from your favourite creators to the big screen. Instead of scrolling on your phone, you can now relax and watch videos on your television with clear visuals and full sound. The app is designed for shared spaces such as living rooms, student residences and family homes, making it ideal for group viewing.
How to get started
To use Instagram for TV, you need an Amazon Fire TV device. Users can download the Instagram app directly on Fire TV and log in using their existing Instagram account. You can also connect the TV app through the Settings section on your Instagram mobile app.
Up to five accounts can be added, allowing everyone in the household to enjoy personalised content. You also have the option to create a separate Instagram account specifically for TV viewing.
Reels organised into channels
Once logged in, Reels are grouped into channels based on your interests. These include music, sports highlights, travel destinations, trending moments and lifestyle content.
This feature is useful for South African audiences who enjoy local music, football highlights, travel content and viral moments. Reels play automatically with sound, allowing viewers to enjoy content without constantly selecting the next video.
As this is still a test phase, Instagram says the experience will continue to improve over time.
Discover more content easily
The search function makes it simple to find creators, explore Reel focused profiles and discover new interests. This helps users stay connected to creators they already follow while discovering new voices.
Instagram is also testing future features such as using your phone as a remote control, easier channel browsing, shared viewing feeds with friends and better tools to follow creators in one place.
Safety and content standards
Instagram for TV is designed for shared viewing and follows content guidelines suitable for a general audience. Reels shown on TV generally follow a PG 13 rating, similar to the Instagram mobile app. This helps ensure content is appropriate for family and group viewing.
For teenagers, Instagram for TV includes the same safety features available on mobile. This includes content restrictions, comment controls and account limitations. Time spent watching Instagram on TV counts towards a teen account’s daily usage limits, including reminders for breaks and sleep time.
When will Instagram for TV come to South Africa?
While Instagram for TV is currently only available in the United States, expansion to other regions is expected. South Africa is a growing digital and creator market, making it a strong candidate for future rollout.
Instagram has encouraged users to share feedback during the testing phase as the company continues improving the TV experience.
For now, South African users will need to wait, but Instagram for TV signals a new way of consuming social media content beyond the mobile screen.
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