Overview
- Instagram has launched a U.S.-only pilot on Amazon Fire TV that features curated Reels for shared, living-room viewing.
- Adam Mosseri said he is unsure how people will use the TV app and stressed rapid iteration based on what the company learns.
- Mosseri signaled Instagram could adopt premium programming or long-form video in the future, a notable shift after winding down IGTV in 2022.
- The company is building tools to let users directly shape their feeds, with more robust controls expected over the next two to four years.
- Mosseri characterized TikTok as stronger at breaking new content and Instagram as better at monetizing, noting U.S. pressure has slowed TikTok.