Instagram launches an Apple TV app for watching Reels, longer videos, and live shows; the app previously launched on Fire TV, Google TV, and Samsung smart TVs

Your Instagram feed is now accessible on your television, offering a new way to consume Reels and live content without needing a phone or computer.

Instagram has launched a dedicated app for the Apple TV, enabling users to watch Reels, longer videos, and live shows on their television screens. The app, which appears to have become available on October 23, allows users to follow creators, discover new content, and pick up viewing from where they left off on other devices. This release follows a phased rollout of Instagram's TV app across other platforms, including Amazon Fire TV in December 2025, Google TV in February 2026, and Samsung smart TVs in June 2026. Meta had previously announced plans to expand beyond short-form video to include longer creator content, episodic series, and live broadcasts. The Apple TV app requires tvOS 26.0 or later and is available on the Apple TV App Store.

The expansion of Instagram's video experience to the Apple TV signifies a strategic move by Meta to capture more screen time and advertising revenue by meeting users where they consume video content. This broadens the platform's reach beyond mobile devices, challenging traditional television and other streaming services for user attention. It also suggests a growing trend of social media platforms prioritizing large-screen viewing experiences, potentially influencing how content is created and consumed across the industry.

This launch directly impacts Apple's tvOS ecosystem by integrating a major social media app, enhancing its value proposition for consumers seeking diverse content options. For content creators, it opens up new avenues for distribution and audience engagement on a larger display. Viewers can anticipate a more immersive social viewing experience, potentially leading to increased engagement with live events and longer-form video content shared on the platform.