Instagram is extending its Instagram for TV app to Google TV devices in the U.S., following its launch on Amazon Fire TV in December. Initially created to widen Reels-viewing beyond mobile, the app now allows users to explore their Instagram feeds directly on their TVs.
By introducing reels to TVs, Instagram aims to better compete with YouTube, which largely leads the TV market. Instagram likely desires users to switch to its TV app while lounging and watching content, akin to channel surfing. Competitor TikTok also has a TV app.
The app is tailored for each user, displaying reels customized to the content and creators they follow on Instagram. Reels are sorted into channels and categories like comedy, music, and lifestyle.
Reels automatically play, removing the need for constant scrolling to see the next video. The app enables users to like, view comments, and re-share reels.
Users can link the app with their Instagram app and incorporate up to five accounts in one home, or they can create a new account exclusively for TV viewing.