How Meta is expanding the presence of short videos beyond mobile screens through Amazon Fire TV

NFTRegretter · 2026-01-19T13:00:07+00:00

Meta launches a new short video app on Amazon Fire TV, focusing on Reels under three minutes. The platform organizes content by algorithmic recommendations, supports multiple Instagram accounts, and emphasizes a family-friendly viewing experience while aiming to compete with TikTok and YouTube.

NFTRegretter

2026-01-19 13:00:07

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A New Step in the Audience Competition on Large Screens

Meta is actively implementing a new strategy to promote short videos by launching a dedicated Instagram app for the Amazon Fire TV platform in the United States. This project reflects the company’s intention to establish a presence on television screens, where users are increasingly spending their leisure time.

Functionality and Content Format

The app focuses exclusively on short videos that do not exceed three minutes. Unlike the previous IGTV service, which ceased operation in 2022 and was oriented toward longer content, the new platform specializes in Reels — short-form videos.

Content is organized by channels that are automatically selected based on algorithmic recommendations, covering popular categories such as music, sports events, travel materials, and more. A key feature is that the content remains in vertical format even when displayed on widescreen displays, without adaptation to traditional television standards.

Management Features and Content Control

The system allows users to link up to five Instagram accounts to a single TV account, providing flexibility when the device is used by multiple family members. Meta applies strict content filtering criteria, screening out materials that may be unsuitable for a young audience, thus ensuring a safe family viewing environment.

Deployment Stages and Future Prospects

Currently, the company is focused on optimizing the user experience, according to Tessa Lyons, Vice President of Product Development at Instagram. Monetization of the app is not yet a priority for developers. At the same time, Meta plans to gradually expand support to other device types, although specific timelines and device lists have not yet been announced.

This launch demonstrates Meta’s intention to compete with TikTok and YouTube in the video content segment beyond smartphones, bringing short videos to home screens and making them part of users’ everyday leisure activities.

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