"The app is only available on Amazon Fire TV devices in the U.S., for now. The TV app can include up to five Instagram accounts. People can also set up a new account exclusively for TV viewing. Reels play automatically by default. People can choose to like and comment on Reels. The videos are sorted into channels, such as for you, popular with friends, new music and sports highlights."
"Flashback: Instagram CEO Adam Mosseri hinted at this move in October at the Bloomberg Screentime conference. "'If behavior [and] the consumption of these platforms is moving to TV, then we need to move to TV, too," he said. State of play: Instagram is just the latest social app investing in dedicated apps and ad businesses for TVs. YouTube has been leaning into TV the last few years as watch time grows there, including for its short-form videos, Shorts."
Instagram is piloting a TV app for Reels that is available on Amazon Fire TV devices in the U.S. The app supports up to five Instagram accounts and allows creation of a TV-only account. Reels play automatically by default and viewers can like and comment. Videos are organized into channels such as for you, popular with friends, new music and sports highlights. Other major platforms are expanding TV apps and CTV ad capabilities, including YouTube, TikTok, Pinterest, X, Spotify and iHeartMedia. Platforms are aligning content distribution with where advertisers allocate spending, with CTV and social ad growth expected to converge by 2028 per eMarketer.
Read at Axios
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