Stepping beyond smartphones, Instagram has launched its dedicated “Instagram for TV” app on Google TV devices in the US. The rollout follows the app’s debut on Amazon Fire TV in December, marking a broader push to bring Instagram content to larger screens.
Originally introduced to let users watch Reels beyond mobile devices, the TV app now also allows browsing of Instagram posts directly on televisions. The move signals Instagram’s intent to capture more living-room viewing time as video consumption continues to shift to TV screens.
With a dedicated TV app, Instagram is positioning itself to compete more directly with YouTube, which dominates TV-based video viewing. The idea is to make content discovery on TV feel effortless, similar to flipping through channels while relaxing on the couch. Rival platform TikTok already offers a TV app with a similar goal.
The Instagram for TV app focuses on a personalised viewing experience. It shows reels based on a user’s interests and preferred creators from the main Instagram app. Content is organised into channels and topics such as comedy, music, and lifestyle, making it easier to explore different categories. Reels also play automatically, removing the need to scroll to move from one video to the next.
In terms of functionality, the app allows users to like reels, view comments, and re-share content directly from the TV interface. Users can link the app to their existing Instagram account and add up to 5 accounts within one household. There is also an option to create a separate account dedicated only to TV viewing.
By expanding its TV footprint, Instagram aims to keep users engaged across screens and strengthen its position in the competitive short-video space. The latest rollout highlights how social media platforms are increasingly treating TVs as a key destination for content consumption, not just an extension of mobile viewing.
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