Instagram Now Available on Google TV Devices in the US

Meta has expanded access to Instagram for TV, bringing Reels and the broader Instagram experience to Google TV devices in the United States. This follows the initial launch of the Instagram app on Amazon Fire TV devices in December 2025. The rollout marks a significant step in Meta’s strategy to capture more of users’ viewing time on larger screens and compete with platforms like TikTok and YouTube.

Availability and Features

Adam Mosseri, head of Instagram, announced the Google TV app launch on his Threads account [1]. Currently, the app is available exclusively to users in the US, with plans for broader expansion in the future [2].

The Instagram for TV app supports up to five accounts, allowing users to add a dedicated account specifically for TV viewing [2]. Upon selecting a profile, users are presented with Reels from their followed creators, organized into channels based on their interests. A search bar is also included for discovering new content and profiles [2].

Future Updates

Meta intends to introduce additional features to enhance the TV app experience, including the ability to use a smartphone as a remote control and the option to share feeds with friends [2].

Competition in the Connected TV Space

The launch of Instagram for TV on Google TV positions Meta to better compete with TikTok, which already offers a dedicated app for televisions, and YouTube, a long-standing player in the TV and projector app market [3].