Meta has announced that it is bringing Instagram Reels to the big screen, starting with Amazon's Fire TV devices.

Instagram is one of the most popular social media apps on the planet, and it just moved forward with a change that will allow users a new way to engage with content on the app. Throughout its existence,

While Instagram can support larger files by toggling on “Upload at highest quality” in the settings, most reels playback at 1080x1920 pixels. That may be fine for a small smartphone screen, but it feels a bit diminutive for a TV screen.

For years, the streaming wars have centered around Netflix ( NFLX) and Disney ( DIS ). However, the next big competitor for your TV time may not be a pure-play streaming service. Meta Platforms ( META) is pushing its ubiquitous Instagram Reels onto TV screens with a brand new app set to launch on Amazon’s Fire TV devices.

Meta is rolling out a pilot “Instagram for TV” app — starting in the U.S. on Amazon Fire TV devices — that’s basically a living-room-friendly Reels channel surfer. Instead of thumb-scrolling, you browse “channels” and let vertical videos play on a bigger screen.