If doomscrolling on your phone was not quite enough, Instagram is happy to help you do it on a bigger screen. The company is expanding its Instagram for TV app to Google TV devices in the U.S., just two months after launching it on Amazon Fire TVs.
Instagram head Adam Mosseri confirmed the rollout on Threads, making it clear this is more than a small experiment. Instagram now sees TVs as a serious platform for watching Reels, not just a side screen for mobile content.
Instagram makes the case for couch scrolling
The Instagram TV app is personalized to each user. It surfaces Reels based on the creators and topics you already engage with on Instagram. Content is organized into themed channels and categories such as comedy, music, lifestyle, sports highlights, cooking, travel, and viral clips.
Instead of swiping endlessly on a phone, you browse with a remote. Reels play automatically, so videos keep rolling without constant input. The experience feels more like flipping through channels, except the channels are memes and short videos.
You can like Reels, view comments, and reshare content from the TV app. Users can pair the app with their phone and add up to five accounts to one TV, or even create a separate account just for TV viewing.
Why Instagram thinks Reels belong on TV
Bringing Reels to TV is also a competitive move. YouTube already dominates TV viewing, and TikTok has its own TV app. Instagram does not want to be left out as short-form video increasingly moves beyond phones.
Instagram also wants TVs to become a place for more than short videos. Especially as the platform is experimenting with creator-made mini dramas that might feel more comfortable to watch on a bigger screen.