Instagram’s connected TV app comes to U.S. Google TV devices

Social Media Today

by Andrew Hutchinson

February 25, 2026

AI-Generated Deep Dive Summary

Instagram has expanded its connected TV app to Google TV devices in the U.S., enabling users to watch Instagram Reels on larger screens with a user-friendly interface similar to YouTube. This move builds on the success of Instagram’s TV app, which was previously available on Amazon Fire devices starting in December 2025. The app’s design caters to limited remote controls, offering an intuitive experience for big-screen viewing. Adam Mosseri, Instagram’s head, expressed excitement about bringing this experience to more users and refining it further. The focus of Instagram’s TV push is Reels, its short-form video feature, which now accounts for 50% of all time spent in the app. This aligns with broader trends in media consumption, where shorter, engaging content is increasingly favored. Google reported that connected TVs already account for 15% of all Shorts viewing in the U.S., a statistic that underscores the growing demand for short-form video on larger screens. This expansion also reflects competition from other platforms like TikTok and X (formerly Twitter), which are developing their own TV apps to capture this market. Instagram’s move is driven by the potential for increased Reels consumption and new advertising opportunities on big screens, where ads can reach audiences in influential ways similar to traditional TV. For marketers, this shift opens up possibilities for brand visibility and engagement through social media on television, aligning with consumer preferences for diverse viewing formats. Overall, Instagram’s expansion into Google TV devices represents a strategic response to shifting consumption patterns and the growing importance of short-form video

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Originally published on Social Media Today on 2/25/2026