Meta is rolling out a pilot for its Instagram for TV app on Amazon Fire streaming devices in the United States, marking a strategic expansion of Instagram's presence on larger screens. The test phase is currently limited to select users.
- Meta is testing the Instagram for TV app on Amazon Fire TV devices in the U.S.
- The test is limited to a select group of users without a public rollout date.
- The app supports Reels, Stories, and curated feeds on television screens.
- Integration leverages Amazon’s existing Fire TV app ecosystem.
- The move aims to expand Instagram’s presence beyond mobile devices.
- Future platform expansion may follow based on test results.
Meta has initiated a limited user test of its Instagram for TV app on Amazon Fire TV devices across the U.S., according to company announcements. The effort is part of Meta’s broader push to integrate Instagram content into living room experiences, moving beyond mobile-centric engagement. The app enables users to view Reels, Stories, and curated feeds directly on televisions through the Fire TV interface. The testing phase is currently restricted to a small subset of Fire TV users, with no public rollout timeline announced. While Meta has not disclosed the number of participants, the move signals a deliberate, phased approach to evaluate user adoption, interface responsiveness, and performance across different Fire TV hardware models. The integration leverages Amazon’s existing app ecosystem, allowing seamless access without requiring additional hardware. This development underscores Meta’s strategy of expanding Instagram’s reach beyond smartphones into connected home environments. By aligning with Amazon’s widely used Fire TV platform, Meta gains access to millions of households already equipped with the devices, potentially increasing daily user engagement and ad impressions. The integration also positions Instagram as a competitor to established TV streaming services and social video platforms. Market participants, including advertisers and content creators, stand to benefit from deeper audience reach, while Amazon may see enhanced value in its device ecosystem through exclusive app integrations. The test could inform future expansions to other platforms, including Roku and Apple TV, should performance metrics meet internal benchmarks.