Instagram is expanding Reels-view beyond mobile, the social network announced on Tuesday. The company is piloting IG for TV, a new experience that lets you watch Reels on TV, starting with Amazon Fire TV.

By bringing Reels to TVs, Instagram can better compete with YouTube, which largely dominate the TV space. Instagram may want viewers to switch to its TV app while watching content on the couch, similar to flipping through TV channels. For example, you might be watching something on Netflix and decide you don’t have the attention span for a movie or episode, and decide to watch Reels instead.

IG for TV is personalized for each user, because it shows Reels based on the content and creators you enjoy on the Instagram app. Reels will be organized into channels and categories based on topics such as comedy, music, and lifestyle, making it easy to explore different types of videos.

The reels also play automatically, so you don’t have to keep scrolling to see what’s next. You also have the option to skip to the next Reel. You can like, view comments, and re-share reels.

Users have the option to pair IG for TV with their Instagram app and add up to five accounts in one home. Or, they can choose to create a new account just for watching TV.

It’s worth noting that IG for TV should not be confused with IGTV, which was Instagram’s app for viewing long-form content in the past. closed in 2022.

The launch of the TV app is not a surprise, as the head of Instagram Adam Mosseri said in October that the company is planning a dedicated TV app.

“We’re exploring TV,” said Mosseri on Bloomberg’s Screentime event. “TV is a very important content, it’s very important for YouTube (…) very important for TikTok. That’s why we want to know how we can make sure that we appear in a compelling way on all the relevant devices.”

Mosseri went on to note that it was a mistake for the company not to explore a TV app earlier, and he wishes they had done it a few years ago.