IGTV Comeback Test Brings Reels Watch Parties to TV Screens
Instagram has launched an IGTV comeback test through a brand new TV app. The app focuses on watching Reels together on larger screens. As a result, Instagram is exploring shared viewing beyond mobile.
The new app looks similar to YouTube’s TV interface. It uses a simple layout built for remote controls.
Therefore, navigation feels familiar for smart TV users.
Reels take center stage in this experience. Instagram says people enjoy watching short videos together. For example, the app groups Reels into themed channels. These channels include music, sports, travel, and trending clips.
In addition, the format supports casual group viewing at home. Instagram wants to learn which features work best on TV.
Why Instagram sees an opportunity
YouTube has seen massive growth in TV viewing. Short form videos now attract millions of hours on homescreens. Because of this, Instagram sees space to compete. However, YouTube offers far more content options.
It includes podcasts, movies, and connected streaming services. Instagram currently relies only on short videos. Still, other platforms are testing TV apps too. TikTok and X are also exploring this space. Therefore, joining the race helps Instagram stay visible.
This app does not revive the original long form video idea. Instead, it adapts to changing viewing habits.
The IGTV comeback test reflects that shift. Users can pair the app with their existing account. They may also add several profiles in one household.
Alternatively, viewers can create a TV only account. The app is live in the U.S. on Amazon Fire TV devices. Instagram plans wider device and country support later. As a result, this test could shape future Reels growth.
