Instagram has always lived in the palm of your hand. A few seconds here, a scroll there, usually alone. That’s changing. Instagram is now rolling out Instagram for TV, starting with Amazon Fire TV in the US. For the first time, Reels are stepping out of phones and into living rooms.

This isn’t a random feature update. It’s a shift in behaviour.

How Instagram Feels Different on TV

On TV, Instagram doesn’t feel like endless scrolling. Reels are arranged into channels, music, travel, sports, trending content and they play automatically. You lean back instead of swiping. Families can add up to five profiles on one device, so recommendations stay personal even on a shared screen. It’s closer to how we consume YouTube than how we’ve used Instagram so far.

Why Instagram Moved to the Big Screen

So why now?

Because the living room is no longer neutral territory. YouTube already owns TV screens. TikTok has been pushing aggressively into long-form and connected TV experiences. If Instagram stayed locked to mobile, it would slowly lose relevance where collective attention is moving. This update is defensive, but it’s also smart.

The Revenue and Advertising Angle

There’s a revenue angle too, and Instagram isn’t hiding it. Reels drive growth, and TV opens the door to premium ad space — the kind advertisers pay more for. Bigger screens mean higher impact, better recall, and longer watch time. That’s been YouTube’s strength for years. Instagram wants a seat at that table.

What This Means for Creators and Marketers

For marketers and creators, this changes the rules. Content can’t rely on tiny captions or fast text flashes anymore. If your idea isn’t clear from across the room, it’s weak. Pacing matters. Visuals matter. And most importantly, stories matter. You’re no longer making content just to stop a scroll. You’re making something people might watch together.

The Bigger Picture

Instagram on TV isn’t about convenience. It’s about control of attention. And anyone still creating Reels only for solo scrolling is already behind.