Instagram's TV app is now rolling out on Google TV devices across the US. The company launched it two months ago on Amazon Fire TV devices. Instagram wants to bring its short Reels videos to living room screens. This move helps it take on YouTube, which rules video watching on TVs. The app hit Google TV right after its Fire TV test showed promise.
Key Takeaways
- Instagram TV app expands to Google TV in the US, following December launch on Amazon Fire TV.
- Users watch personalized Reels in channels like comedy, music, and lifestyle, with auto-play and remote control.
- App supports up to five accounts per home and lets people like, comment, and share from the couch.
- Aims to pull viewers from YouTube and match TikTok's past TV efforts.
Background
Instagram started as a phone app for photos and stories. Over time, it added Reels. These are short videos, 15 to 90 seconds long. People love them. Billions watch Reels each day on mobiles. But Instagram saw a gap. Folks want big-screen fun too. Watching with family beats solo phone scrolls.
Two months back, in December, Instagram tested its TV app on Amazon Fire TV. That was the first step. Only US users got it then. The test worked well. People liked seeing Reels on TVs. Amazon praised the app. It fit their goal of fast content access. Now Instagram moves to Google TV. This covers more homes. Google TV runs on many smart TVs and streamers like Chromecast.
But why now? Video habits changed. YouTube owns TV video. Its Shorts play on big screens. TikTok tried a TV app but shut it down. Instagram spots a chance. Reels mimic TikTok style. Short. Addictive. Grouped by taste. And recent trends show social apps going TV. Ampere Analysis at Mip London: 5 Key TV Trends Revealed noted YouTube's sports video rise on TVs. Instagram wants in on that shift.
Users pair the TV app with their phone app. It pulls in likes and follows. Reels show what you enjoy. No random picks. This keeps you hooked longer. Instagram heads like Adam Mosseri pushed Reels hard. They now drive most app time.
Key Details
The Instagram TV app looks simple. Remote-friendly. No tiny phone taps needed. Reels auto-play. One ends, next starts. Smooth like channel surfing.
How It Works
Open the app. Sign in with your Instagram account. Or make a new one for TV only. Add up to five profiles per home. Great for families. Kid accounts stay separate.
Reels sort into channels. Comedy clips. Music drops. Travel tips. Sports highlights. Pick what fits. Search creators too. Like a video? Hit the button. See comments. Re-share to your feed.
Personalization shines. It knows your tastes from phone use. Follow a dancer? More dance Reels appear. Like food hacks? Kitchen channels pop up. No endless scrolling. Just watch.
And it's US-only for now. Google TV users download from the store. Pair phone for full sync. Phone acts as extra remote sometimes. Swipe to skip.
"We're excited to bring Reels from your favorite creators to the big screen so you can enjoy them with friends." – Instagram team statement
Fire TV version tested these features first. Feedback shaped Google TV rollout. Auto-play got tweaks. Channels expanded. More categories coming.
What This Means
Instagram TV app shakes up living room viewing. YouTube leads with long and short videos. But Reels offer quick hits. Families watch together. No phone fights.
Competition heats. TikTok lost its TV shot. Instagram grabs it. YouTube feels pressure. More apps mean split attention. Users flip between services. Like old cable days.
Creators win too. Bigger screens reach more eyes. Reels made for phones now hit TVs. Views climb. Money follows. Instagram pays top creators already. TV boosts that.
Homes change. Smart TVs everywhere. Google TV grows fast. Fire TV too. Instagram covers bases. But limits exist. US start. No international yet. Other platforms watch close.
Warner Bros. Discovery Hits Record Streaming for Milano-Cortina Olympics showed TV streaming surges. Instagram joins the wave. Reels on demand. No schedules.
Daily use shifts. Couch time once meant Netflix or sports. Now short bursts mix in. Quick laughs between shows. Endless supply.
Frequently Asked Questions
Is the Instagram TV app free?
Yes. Download from Google TV or Fire TV stores at no cost. Uses your existing Instagram account.
Does it work outside the US?
Not yet. Launched in the US first. Instagram plans more countries soon.
Can I use multiple accounts?
Sure. Up to five per home. Switch easy with remote.
Frequently Asked Questions
Is the Instagram TV app free?
Yes. Download from Google TV or Fire TV stores at no cost. Uses your existing Instagram account.
Does it work outside the US?
Not yet. Launched in the US first. Instagram plans more countries soon.
Can I use multiple accounts?
Sure. Up to five per home. Switch easy with remote.
