"Tessa Lyons, Instagram's VP of product, tells The Hollywood Reporter in an interview. "All signs have pointed to this being a thing that people wanted, and so what we're trying to do with this move on Tuesday is to make it easier for people to enjoy Reels and creators they love in their living room on their big screen, with the people they care about.""
"Instagram and Meta, of course, are true titans of the tech sector, and their inaugural TV app will have features meant to drive engagement on TV screens, like support for Blend, a feature that lets users blend your algorithm with friends or family for co-viewing; and support for channels and categories meant to enable search and thematic viewing. The launch is a major shift in the entertainment ecosystem, especially when factoring in Meta's power in the digital advertising space."
Meta launched an Instagram Reels app for connected TVs, debuting on Amazon Fire TV. Research found users already mirrored phones to TVs to watch Reels with friends, prompting a native TV experience for shared, living-room viewing. The app includes Blend for combining individual algorithms for co-viewing, plus channels and categories for search and thematic browsing. Reels has reached a $50 billion annual ad run rate, exceeding major traditional-media companies and surpassing YouTube's $41 billion, intensifying Meta's influence in streaming advertising. Users often keep phones in hand while watching TV, shaping design and engagement strategies.
Read at The Hollywood Reporter
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