Instagram Reels Hits TV: New "IG for TV" Experience Launches on Amazon Fire TV

• Instagram launches "IG for TV" pilot program, extending Reels viewing to television, starting with Amazon Fire TV.
• Aims to compete with YouTube on connected TVs by capturing "lean-back" viewing moments with short-form video.
• Experience is personalized, organizing Reels into channels and topic-based categories like comedy, music, and lifestyle.
• Features include automatic continuous playback, option to skip, and direct interaction (like, comment, reshare) from the TV interface.
• Users can link up to five existing Instagram accounts or create a new one for TV viewing; distinct from the defunct IGTV.

Why It Matters: Instagram brings Reels to TV, starting with Amazon Fire TV, to challenge YouTube in connected TV video.