Instagram is expanding its Instagram for TV app to Google TV devices in the United States. This move comes two months after the app first debuted on Amazon Fire TV in December. The app was initially created to bring Reels viewing beyond mobile devices, and now users can also browse posts directly from their Instagram feeds on their television.
By bringing Reels to TVs, Instagram aims to better compete with YouTube, which largely dominates the television viewing space. Instagram likely hopes viewers will switch to its TV app while relaxing on the couch, much like flipping through traditional TV channels. Rival TikTok also offers a TV app.
The new app is personalized for each user. It shows Reels based on the content and creators each person enjoys on the main Instagram app. These Reels are organized into channels and categories sorted by topics like comedy, music, and lifestyle.
The Reels play automatically, so you do not have to keep scrolling to watch the next video. The Instagram for TV app allows you to like videos, view comments, and re-share Reels.
Users can pair the TV app with their existing Instagram app and add up to five accounts in one home. Alternatively, they can choose to create a brand new account specifically for TV viewing.