Instagram Brings Back IGTV with New Reels-Focused TV App

Instagram is reviving IGTV with a new television app that brings Reels viewing to the big screen. The company is currently testing the app, which features a layout similar to YouTube’s CTV interface, making it easy to navigate using standard TV remote controls. The app represents Instagram’s latest effort to compete in the streaming market and capitalize on shifting viewing habits.

Reels Take Center Stage

The new TV app positions Reels as its primary offering, with Instagram grouping content into interest-based channels covering music, sports highlights, travel content, trending moments, and more. Instagram aims to enhance the communal viewing experience by highlighting the social aspects of watching Reels together, a feature the platform believes resonates strongly with its audience.

Competing for Screen Time

The move comes as major platforms expand their TV app presence. YouTube has reported over a billion hours of daily content watch time on home TV sets, with Shorts viewing growing 100% year-over-year. Nielsen data shows YouTube is now America’s top streaming platform by watch time, rivaling Netflix and Disney+ combined. TikTok and X also operate TV apps, intensifying competition for viewer attention.

Instagram TV viewers can link their accounts and manage up to five profiles in a single home or create dedicated TV accounts. The app is currently available on Amazon Fire TV devices in the United States, with plans to expand to additional devices and countries. While this reimagined IGTV differs from the failed 2018 long-form video platform, Instagram hopes Reels will succeed where previous efforts fell short.