October 27, 2026
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.
