Hajra Naz
Instagram is bringing its TV app to Google TV devices in the U.S., expanding the rollout just two months after launching on Amazon Fire TV in December.
The app was originally built to push Reels beyond the phone screen. Now, it also lets people scroll through their regular Instagram feed straight from the couch.
The move is clearly about the living room streaming battle. YouTube still dominates TV screens, and Instagram wants a slice of that attention. The idea is simple: instead of flipping channels, viewers can lean back and let Reels autoplay. Rival TikTok already has its own TV app, competing for the same space.
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The experience is personalized for each user. The app surfaces Reels based on the accounts and content someone already engages with on Instagram. Videos are grouped into categories like comedy, music, and lifestyle, creating more of a curated channel experience than an endless mobile scroll.
Reels play automatically, so there’s no need to keep tapping for the next clip. From the TV interface, users can like videos, view comments, and reshare content.
The app can sync with an existing account, and households can connect up to five Instagram accounts on one TV. Users can also create a separate account for TV viewing if they prefer.
