JAKARTA - Meta officially launched an Instagram app specifically for Google TV devices in the United States. The presence of this application allows users to enjoy Reels videos directly on the television screen, expanding the Instagram experience that has been synonymous with mobile phones.
Previously, in December 2025, Instagram first released a TV app for Amazon Fire TV devices. Now, two months later, Meta is expanding its availability to the Google TV ecosystem.
This move underscores Meta Platforms' ambitions to bring its short-form video content to bigger screens and compete in the living room space.
Watch Reels Non-Stop on a Big Screen
Through the Instagram app on Google TV, users can watch Reels continuously without having to constantly scroll the screen like on a mobile phone. Videos will play automatically, so the viewing experience feels more relaxed and similar to a streaming video platform.
Users can also explore various channels containing content according to their interests, ranging from music, sports highlights, travel, to trending moments. In addition, comments and reactions can still be seen on the TV screen, complete with full audio for a more immersive experience.
Instagram seems to want to encourage a new habit: enjoying social media content with family or friends in the living room, not just personally via smartphone.
Challenge YouTube and TikTok Dominance
This step is considered as an effort by Instagram to challenge YouTube's dominance in the smart television segment. Currently, YouTube is the main player in video consumption on TV screens.
Not only that, its competitor TikTok has also previously presented a special application for TV, allowing users to watch short videos on a large screen.
With Instagram's entry into Google TV, competition for video platforms in the living room is expected to intensify.
Free and Easy to Login
The Instagram app for Google TV is already available for free via the Play Store on Google TV devices in the US. Interestingly, this application supports passwordless sign-in. Users simply approve the login request via a mobile phone connected to the same Wi-Fi network.
After the launch in the United States, Meta plans to expand the availability of this application to more countries in the near future.
With this expansion, Instagram is no longer just a photo and video sharing platform in the palm of your hand. Now, Reels has officially upgraded to the big screen.
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