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Instagram Tests Videos up to 90 Minutes Long but Unlike YouTube It's Not Sharing Ad Revenue
Variety • • technology
Key Points:
- Instagram is testing longer video lengths of up to 90 minutes and enabling users to watch Reels and other content on Apple TV, aiming to enhance its platform for longer-form entertainment from digital creators.
- These efforts position Instagram as a stronger competitor to YouTube, though the platform currently has no plans to implement a revenue-sharing model similar to YouTube's, instead providing direct funding to some creators.
- New features include the ability to share longer horizontal videos, use Reels clips to promote long-form content, and expand Instagram Live discovery beyond followers via the Reels tab, with plans to let users control TV playback via their phones.
- Instagram leaders acknowledge the challenge of balancing entertainment with social connection but emphasize the importance of supporting diverse storytelling formats, including episodic series and long-form videos.
- While no formal ad-revenue sharing exists yet, Instagram is exploring multiple monetization options for creators, including performance-based incentives and partnerships with brands and fans.
