""We think we probably have a lot more work to do to really make sure that we're bringing people the content they love on mobile in a way that really makes sense for them and feels designed for TV," Lyons said, adding that's where "we're going to be focused in 2026, as well as bringing it to more people and more devices, and, down the line, we'll certainly think more about monetization.""
"Meta will test an Instagram TV app on Amazon Fire TV in the United States in aiming to expand the platform beyond phones and compete with rivals like TikTok and YouTube. Instagram's TV application will highlight short, creator-made reels users can watch, share and discover through algorithmic recommendations. Instagram's vice president of product, Tessa Lyons, told CNBC Meta plans to bring its new TV app to more devicesm but was focused on perfecting the user experience before growing its TV ad business."
Instagram will test a dedicated TV app on Amazon Fire TV in the United States to expand the platform beyond phones and compete with rivals. The app will surface short, creator-made Reels that users can watch, share and discover through algorithmic recommendations. Meta intends to perfect the TV user experience before broadening device availability and developing a TV ad business. Users can link up to five personal Instagram accounts to a single shared TV account that follows broad content standards to avoid showing teens Reels about drugs, alcohol or other age-inappropriate content. Reels will be organized into interest-based channels such as sports, music and travel to simplify browsing.
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