Instagram's TV app is launching on Google TV devices | TechCrunch

TechCrunch

by Aisha Malik

February 24, 2026

AI-Generated Deep Dive Summary

Instagram is expanding its Instagram for TV app to Google TV devices in the U.S., marking another step in its bid to challenge YouTube's dominance in the television space. The app, which initially launched on Amazon Fire TV in December, aims to bring Reels content to larger screens, allowing users to watch and interact with posts directly on their TVs. This move highlights Instagram's strategy to compete with YouTube by offering a similar viewing experience but tailored to its platform's strengths. The new feature enables users to browse their Instagram feeds on TV, view Reels in auto-playing channels organized by topics like comedy, music, and lifestyle. Unlike traditional streaming apps, Instagram for TV offers personalized content based on user preferences, ensuring viewers see only what they enjoy. The app also allows interactions such as liking, commenting, and resharing, bringing the social experience of Instagram to the living room. By expanding to Google TV devices, Instagram aims to make its app more accessible and convenient for users who prefer watching content from the comfort of their couch. This integration with Google TV, which supports voice search and remote control compatibility, enhances the overall user experience, making it easier for viewers to switch between channels or pause content hands-free. The launch underscores a broader trend in digital platforms striving to adapt to changing consumer behaviors. With more people streaming content on TVs, Instagram's move reflects its recognition of the importance of capturing attention beyond mobile screens. By offering a TV app that mimics channel surfing but with personalized Reels, Instagram aims to attract younger audiences who consume short-form video content heavily. This competition between platforms like Instagram and TikTok (which also has a TV app) signals a shift in how entertainment is consumed. As tech companies continue to innovate in the streaming space, the battle for dominance on televisions will likely intensify, offering users more options and better experiences. For now, Instagram's integration with Google TV devices marks a significant step in its quest to carve out a niche in the living room entertainment landscape.

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Originally published on TechCrunch on 2/24/2026