Reels on Your TV
Instagram's foray into smart TV platforms continues with the launch of its TV app on Google TV devices in the United States, a move that follows its initial
release on Amazon Fire TV. This dedicated application is designed to bring the popular Reels feature to a larger screen, offering an enhanced viewing experience. Users can anticipate features like full sound, seamless auto-playing videos, and an intuitive browsing interface, all contributing to a more engaging way to consume short-form content. Beyond just watching, the app retains core social functionalities, allowing viewers to like, comment on, and share their favorite Reels directly from their television.
Personalized Viewing & Accounts
Tailoring the viewing experience, Instagram's TV app on Google TV organizes Reels into personalized channels. These channels are curated based on individual user interests, spanning categories such as trending music, captivating sports moments, wanderlust-inducing travel inspiration, and much more. To accommodate different household preferences, users have the flexibility to link up to five distinct accounts to a single home profile, ensuring that everyone in the family can enjoy their own customized content streams. Alternatively, for those who prefer a more singular focus, a separate profile can be created specifically for the TV experience. The app can be installed directly onto your TV or conveniently paired with your smartphone for enhanced control and interaction. Future updates are slated to introduce even more sophisticated features, including the ability to use your phone as a remote control and a channel surfing mode for effortless content discovery.
Strategic Platform Play
Instagram's strategic expansion onto platforms like Google TV underscores a significant bet on the appeal of personalized feeds within the competitive landscape of video consumption. This initiative comes at a time when large-screen video engagement is increasingly vital, with platforms like YouTube capturing substantial viewing hours. YouTube, for instance, accounted for 12.9% of US TV time in November 2025 and fully supports its Shorts feature on big screens. Similarly, TikTok has also established a presence with its own TV application. By focusing on curated, personalized content streams and offering robust multi-account support, Instagram aims to carve out a distinct niche and attract users who might otherwise gravitate towards YouTube's vast video library or TikTok's established short-form dominance.
