If doomscrolling on your phone isn’t 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 US, just two months after launching it on Amazon Fire TVs.
Instagram boss Adam Mosseri confirmed the rollout on Threads and made it clear that it was more than just a small experiment. Instagram now sees TVs as a serious platform for watching Reels and not just a side screen for mobile content.
Instagram advocates couch scrolling
The Instagram TV app is personalized for each user. Reels will appear based on the creators and topics you already engage with on Instagram. The content is divided into thematic channels and categories such as comedy, music, lifestyle, sports highlights, cooking, travel and viral clips.
Instead of endlessly swiping on a phone, browse with a remote control. Reels play automatically, so videos keep playing without constant typing. The experience feels more like flipping through channels, except the channels are memes and short videos.
You can like Reels, view comments, and re-share content via the TV app. You can also pair the app with the phone and add up to five accounts to one TV, or even create a separate account just for watching TV.
Why Instagram believes Reels belong on TV
Bringing Reels to television is also a competitive move. YouTube already dominates television and TikTok has its own TV app. Instagram doesn’t want to be left out as short videos continue to move beyond mobile phones.
Instagram also wants TVs to become a place for more than just short videos. Especially as the platform experiments with creator-made mini-dramas that might feel more enjoyable on a larger screen.
