Instagram is expanding its Instagram for TV app to Google TV devices in the United States, arriving two months after it launched on Amazon Fire TV in December. The app originally debuted to drive Reels viewing beyond smartphones, and it now also lets users browse posts from their regular Instagram feeds directly on their televisions.
By bringing Reels to the TV screen, Instagram is aiming to compete more directly with YouTube, which continues to dominate video viewing on televisions. Instagram appears to be positioning its TV app as a couch-friendly viewing experience, encouraging people to switch over while relaxing at home — almost like flipping through channels. TikTok, one of Instagram’s biggest rivals, also offers a TV app.
The Instagram for TV experience is personalised for each user. It recommends Reels based on the creators and content the user already watches and interacts with inside the main Instagram app. Reels are grouped into channels and categories tied to topics such as comedy, music, and lifestyle.
Videos also play automatically, so users don’t have to keep scrolling to move from one clip to the next. The TV app also includes interactive features, allowing viewers to like Reels, read comments, and reshare content.
Users can pair the TV app with their existing Instagram account and can add up to five accounts within a single household. Alternatively, they can create a separate account dedicated to watching Instagram on TV.
