Instagram is increasing entry to its new related TV app to Google TV units within the U.S., which can give extra individuals the capability to look at Instagram Reels on their tv units.
Instagram’s revamped TV app, which it launched on Amazon Fireplace units in December 2025, supplies the same CTV viewing expertise to YouTube, with a structure that’s designed to be simple to navigate by way of restricted TV distant capabilities.
And now, those that use Google’s related TV choices will be capable to entry Instagram TV as effectively, offering expanded huge display screen viewing for IG content material.
As per a Threads publish from Instagram chief Adam Mosseri: “We’re increasing Instagram for TV to Google TV units within the U.S. beginning in the present day. Excited to carry this expertise to extra TVs and listen to what you suppose as we proceed to make it higher.”
The primary focus of Instagram’s renewed TV push is Reels, in addition to increasing short-form video consumption to new codecs.
Which, given the broader traits round short-form video consumption, is sensible. Instagram beforehand reported that fifty% of all time spent within the app is now throughout the Reels feed, whereas in February 2025, Google reported that related TV viewing made up 15% of all Shorts viewing within the U.S.
That’s probably why TikTok has additionally launched a TV app, and X is making an attempt to make its TV app occur as effectively. Total consumption traits, not simply throughout the apps themselves, but in addition on CTV units, present that individuals want to watch short-form movies in each format.
That might say one thing about shrinking consideration spans and the necessity for all types of leisure to align with this shift. However both approach, the information means that Instagram’s push into TV is sensible and will assist to drive extra Reels consumption.
Which might additionally result in new promoting alternatives that attain to the most important screens in shoppers’ houses.
TV promoting has lengthy been probably the most influential type of promotion, and now, entrepreneurs are getting extra alternatives for TV-like publicity and attain via social apps.
