Meta has expanded its Instagram for TV app to Google TV devices in the US marking the next step in its push to bring short-form video to the living room.

The move comes two months after Instagram first launched a dedicated TV app on Amazon Fire TV devices.

Now available via the Google Play Store on Google TV and Android TV devices in the US, the app allows users to watch Instagram Reels and browse selected feed content directly on their television screens.

The TV experience is heavily focused on Reels, Instagram’s short-form video format, which the company says now accounts for a significant portion of time spent in the app.

Videos autoplay, creating a lean-back, continuous viewing experience more akin to traditional TV or YouTube. Users can navigate through interest-based channels such as comedy, music, sport and lifestyle using a standard TV remote.

Viewers can also like videos, read comments and reshare content from the couch. The app supports up to five accounts per device, allowing different household members to access their own personalised feeds.

Users can pair the TV app with their mobile Instagram account for sign-in, including passwordless login via a phone connected to the same Wi-Fi network. There is also the option to create a separate account specifically for TV viewing.

Instagram’s expansion onto Google TV positions it more directly against YouTube, which dominates connected TV viewing, as well as TikTok, which already offers its own TV app.

With connected TV consumption continuing to grow, Meta appears keen to secure a share of big-screen viewing time.

The company says the rollout is currently limited to the US as part of ongoing testing, with broader international availability expected at a later date.