Instagram is one of the most popular social media apps on the planet, and it just moved forward with a change that will allow users a new way to engage with content on the app. Throughout its existence,

Instagram's VP of product Tessa Lyons tells THR that the Meta-owned tech giant is betting that a TV app will be quickly embraced by consumers.

The app brings Reels to Amazon Fire TV devices, letting you watch short videos organized into channels on the big screen. Other devices may be coming.

Instagram has announced a new TV app focused on Reels, currently being tested in the US on Amazon Fire TV devices. The app supports multiple accounts, interest-based channels, search features, and built-in safety protections,

The Instagram for TV app is currently available in the US on select Amazon Fire TV devices. Supported models include 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. The app is available through the Amazon Appstore.

The normalization of vertical video is almost complete. On Tuesday, Amazon announced that its Fire TV devices, including Fire TV Stick products and TVs with Fire TV as its built-in operating system, will be the first to get a standalone Instagram app from Meta, part of a pilot program that will presumably eventually expand to other platforms.

Meta is taking the Instagram Reels experience to the larger screens in its latest testing program, with the dedicated TV app now launching exclusively on Amazon Fire TVs in its early availability.

Instagram begins testing a Reels-first TV app, aiming to turn vertical video watching into a shared, big-screen experience.

For now, the Instagram for TV app will work only in the U.S. and only on “select” Fire TV devices, including the Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max (1st and 2nd generations), Fire TV 2-Series, Fire TV 4-Series, and Fire TV Omni QLED Series.