Instagram Reels Expand to Google TV with New Features

Meta has brought Instagram’s Reels app to Google TV in the US. The launch happened on February 24, 2026. This move lets users watch short videos on their big screens.

The app is available through the Google Play Store. Signing in is easy. You don’t need to type a password. Instead, you approve the login using your phone, as long as both devices are on the same network.

Up to five different accounts can be added per household. The app focuses entirely on Reels. Videos are sorted into channels based on interests like sports, music, travel, and trending topics. Reels start playing automatically with sound on.

Instagram first launched its TV app on Amazon Fire TV in December 2025. Google TV is now the second major connected TV platform to get the app. Adam Mosseri, Instagram’s head, shared the news on Threads, saying, “We’re expanding Instagram for TV to Google TV devices in the US starting today.”

Reels Get Longer and More Engaging

Instagram has increased the maximum length for Reels to 20 minutes. This lets creators share longer content such as tutorials, interviews, and behind-the-scenes videos. Brands can use longer Reels to post educational material, product details, promotions, and customer stories.

The longer format aims to boost user engagement and help Instagram compete with platforms like YouTube and TikTok. Reels already make up more than 40% of all time spent on Instagram. In fact, 50% of all Instagram time is spent scrolling through Reels.

Features for Creators and Advertisers

Instagram is improving how Reels get ranked. The algorithm looks at signals like watch time, audience retention, and remix usage. Creators can now see which sounds help their videos reach more people and get shared more often.

New templates let creators stitch or duet with public Reels directly from the in-app camera. Instagram is also testing branded content tools like paid partnership tags and subscription bundles.

Shopping features are expanding, too. Instagram Shops and checkout now offer a unified catalog and allow users to buy directly in the app. Users can see why they’re shown certain ads and have the option to opt out of some tracking.

Connected TV Growth and Market Trends

Meta’s move to Google TV follows YouTube’s rise as a top video platform on connected TVs. In November 2025, YouTube captured 12.9% of all TV viewing time in the US.

The connected TV (CTV) market is booming in India. Since 2024, the active CTV user base there has jumped 87%, reaching 129.2 million users across 60 to 70 million homes. Indians spend an average of 2.8 hours daily watching OTT and linear TV.

CTV advertising in India is expected to hit Rs 8,000 crore by 2026. A large majority, 91%, of Indian CTV viewers engage with ads while watching content. This shows how connected TVs are becoming a key screen for entertainment and commerce worldwide.