Instagram is testing 90-minute horizontal video uploads for select U.S. creators to support long-form content like podcasts. The platform is expanding its viewing experience to connected TV devices including Apple TV, Samsung, Fire TV, and Google TV to compete with YouTube.
This pivot signals Instagram's transition from a mobile-first social app to a comprehensive entertainment hub capable of hosting premium episodic content. By enabling 90-minute uploads and expanding to Apple TV, Meta is directly challenging YouTube for the 'lean-back' living room audience and the lucrative podcasting market. The move forces traditional streamers like Netflix and Disney to compete for creator-led content that increasingly blurs the line between social media and professional broadcasting. Watch for whether Instagram introduces a formal ad-revenue sharing program, which will be necessary to lure high-production creators away from YouTube's established monetization infrastructure.
Instagram has launched a test allowing select U.S. creators to upload horizontal videos up to 90 minutes long. This shift targets podcasters and comedians, aiming to transform the platform into a comprehensive entertainment hub. By expanding to Apple TV, Meta is directly challenging YouTube for the lucrative lean-back living room audience.
The new Instagram test allows select U.S. creators to upload horizontal videos that are up to 90 minutes long.
Instagram for TV is available on Apple TV, Samsung, Fire TV, and Google TV devices.
Currently, Instagram lacks the 55% ad-split model offered by YouTube, which remains a hurdle for attracting high-production creators.
Instagram is piloting 'Series' to support episodic content and is integrating live video into the Reels tab to increase overall discovery.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source