Meta is launching a dedicated Instagram for TV app, starting with Reels, to bring the short-form video experience to larger screens. This move aims to transform the vertical video consumption into a "lean-back" viewing experience, directly challenging YouTube’s dominance on smart TVs.

• The app organizes content into "Channels" grouped by interest, moving away from the infinite vertical scroll.
• It supports up to five profiles, allowing personalized algorithms for different family members, and includes stricter PG-13 content guidelines for communal viewing.
• Currently, the test is exclusive to the US on Amazon Fire TV devices, with future expansion to more devices and countries, including Kenya, anticipated.