Meghan Bobrowsky

It's interesting because the executive that I spoke with pitched Reels as the social viewing experience.

So it's something that you do with your friends.

You watch Reels with them, but it's not inherently social in the way that we used to think of social networks as in seeing content from your friends online.

They sort of are now talking about Instagram as a social experience is more...

watching things akin to TV.

Yeah.

So last year, YouTube became the most watched video provider across all TV.

A lot of people watch YouTube together with their friends.

They kind of see Instagram Reels as being akin to that.

So late last year, they started offering the Instagram app on Amazon Fire TV sort of as a test to see how this goes.

If that goes well, they have plans to roll out the Instagram app to more TV devices in 2026.