Instagram for TV launches on Google TV to take over the living room
Instagram is expanding its Instagram for TV application to Google TV devices in the United States. This release follows the app’s debut on Amazon Fire TV platforms in December. The initiative extends Reels viewing capabilities beyond mobile screens to television displays. Users can now browse posts from their Instagram feeds directly on their TVs. The expansion is designed to capture viewer attention during leisure time on the couch.
By entering the living room market, Instagram aims to compete more directly with YouTube, which holds a dominant position in the TV space. Rival platform TikTok also operates a dedicated TV application. Instagram’s strategy involves encouraging viewers to switch to its TV app while relaxing at home, mimicking the experience of flipping through traditional television channels. The company seeks to increase content consumption time by moving it to larger screens.
The application is personalized for each user, displaying Reels based on the content and creators they prefer on the mobile Instagram app. The interface organizes Reels into channels and categories determined by specific topics. These topics include comedy, music, and lifestyle. This structure allows users to navigate content streams similar to traditional television channel surfing.
Reels play automatically within the app, eliminating the need for manual scrolling to watch the next video. This continuous playback feature supports a passive viewing experience. The Instagram for TV app provides functionality to like, view comments, and reshare Reels. To access these features, users must pair the TV app with their mobile Instagram application.
Users can link the TV application to their existing Instagram accounts. The platform allows the addition of up to five accounts per household. Alternatively, users have the option to create a new account specifically for TV viewing.