Instagram is preparing to take on YouTube more directly by testing longer videos of up to 90 minutes and expanding viewing options to television screens, including Apple TV.

The Meta-owned platform says the changes will allow creators to produce longer programmes and episodic content, while using short Reels to attract viewers to their full-length videos.

Instagram is also planning to make live broadcasts easier to discover and introduce a feature allowing smartphones to function as remote controls for TV playback.

However, unlike YouTube, Instagram has not announced a general advertising revenue-sharing programme for creators, although it is currently providing financial support to selected content producers.

The new features are initially being tested with a small group of creators in the United States.