What to know
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Instagram is rolling out its TV app to Google TV devices in the U.S., after first launching on Amazon Fire TV in December.
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The app lets viewers watch Reels and browse their Instagram feed directly on their television, with autoplay and categories for easier discovery.
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Viewers can like, see comments, and re-share Reels from the TV app, and can link up to five Instagram accounts in a single household.
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The move aims to push Instagram deeper into the living room, where YouTube currently dominates and TikTok is also competing for TV viewing time.
Instagram is expanding its dedicated TV experience to Google TV devices in the United States, building on a launch that started on Amazon Fire TV in December. The move shifts Instagram further beyond the phone screen and into the living room, where people increasingly watch short-form and creator-driven video on big screens.
It also underscores how aggressively the platform wants to challenge YouTube’s dominance on TVs and match rivals like TikTok, which already offers a TV app.
Vertical Instagram videos on TV
Once installed on a Google TV device, the Instagram TV app focuses on what the platform sees as its strongest hook: Reels. The app is designed to turn TV viewing into a lean-back version of scrolling, with videos playing automatically one after another so viewers do not have to constantly interact with the remote. That approach mirrors the way many people already use Instagram and short-video apps on their phones, but optimized for longer, more passive viewing on the couch.
A TV-first way to watch Reels and posts
The app highlights Reels from accounts and topics a viewer already engages with, using the same signals as on the mobile app to drive recommendations. Reels are grouped into channels and categories based on themes such as comedy, music, or lifestyle, helping viewers jump quickly into a mood or interest rather than hunting through an endless feed. This structure turns Instagram’s TV presence into a kind of channel-surfing experience built around creators instead of traditional networks.
Beyond Reels, the app also allows browsing posts from the main Instagram feed on TV. That means photos and videos that would normally be seen only on a phone can now be viewed in a larger format with others in the room. For creators and brands, the shift to TV viewing could change how they think about framing, pacing, and video length, knowing that more people may watch from farther away and potentially with others.
Instagram’s TV app ties directly into existing accounts rather than functioning as a separate profile. Viewers can pair the TV app with their phone app, making it straightforward to bring over their follow list, preferences, and viewing history. In a household setting, the app supports up to five accounts on a single device, so different family members or roommates can access their own feeds and recommendations without logging in and out every time.
Within the TV app, viewers retain many familiar Instagram interactions. While watching on the big screen, they can like Reels, view comments, and re-share videos. Those actions keep engagement data in sync with the mobile app, which is critical for creators who rely on likes, comments, and shares to boost reach and understand what content is working. The shared-home account support also ensures that different viewing profiles do not get muddled together into one recommendation pool.
Why Instagram is pushing into TV screens
The launch on Google TV reflects a broader push among social and video platforms to capture more of the time people spend watching television. YouTube has built a commanding position as a default TV app for many households, and TikTok has been steadily expanding its own TV footprint. Instagram’s move signals that it does not want to remain confined to short bursts of phone usage and instead wants to compete directly for the long-form lean-back viewing that happens on couches every night.
By making Reels easy to watch in long sessions, Instagram can potentially increase total viewing time and strengthen its advertising business on larger screens, where ad formats may have more impact. The TV app can also help deepen relationships between viewers and creators, as people spend more time with familiar faces and channels in a more relaxed setting. For Google TV users, the rollout brings another major entertainment option into the existing grid of streaming services, live TV apps, and games.
Where Instagram’s TV experience could go next
For now, Google TV owners in the U.S. gain a new way to bring Instagram into their evening routines, treating Reels and posts less like quick distractions and more like a regular part of TV viewing. How quickly this behavior takes hold will depend on how seamlessly the app fits into existing habits and how much compelling content creators deliver in formats that work on the big screen.
