Instagram tests 90-minute horizontal video format 'Features' in US
Instagram has begun testing a long-form horizontal video format called 'Features,' allowing uploads up to 90 minutes in a direct push toward television viewing and competition with YouTube.
Instagram is experimenting with a new long-form horizontal video format called Features, which allows creators to publish videos up to 90 minutes in length, according to reporting from The Hollywood Reporter. The format is designed specifically for creators such as podcasters and comedians, with select creators in the United States gaining access to test the tool.[1][7][9][10]
The test marks an effort to rival YouTube on larger screens, following Instagram's recent launch of an app for Apple TV. Instagram envisions the platform as a destination where users can watch both 90-second short clips and 90-minute videos on their television screens, with interfaces incorporating viewing trays like 'Keep watching' and 'Explore your interests.'[2][3][4][5][6][8]
Beyond long-form horizontal video, Instagram is testing additional entertainment ecosystem updates, including placing Live streams directly into the Reels tab and developing a dedicated hub for episodic 'Series' content.[6][8]
Key facts
- Instagram is testing 'Features,' a horizontal video format supporting runtimes up to 90 minutes.
- The test is launching in the United States with select creators, specifically podcasters and comedians.
- The move is positioned as a competitive challenge to YouTube and follows the launch of Instagram on Apple TV.
- Instagram is targeting TV viewing with the goal of serving both 90-second and 90-minute videos.
- Instagram is also testing Live video integration inside the Reels tab and a dedicated hub for episodic Series content.
Sources · 10 sources
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ㆅ@howfxrPost on X ·
Instagram is launching support for long-form and horizontal videos 👀 📹 @ColinandSamir https://t.co/rnHTAqT5j4
Open source - TV
The Verge@vergePost on X ·
Instagram heads for TV with a new video format called ‘Features.’ https://t.co/0ii0Ii9rj8
Open source - II
iPhone in Canada@iPhoneinCanadaPost on X ·
Instagram Tests 90-Minute Horizontal Videos in Push Against YouTube https://t.co/2frZCoMPvq
Open source - NE
NeowinFeed@NeowinFeedPost on X ·
Not long after bringing Instagram to Apple TV, Instagram is continuing its pursuit of YouTube with a new feature that lets users post horizontal videos longer than an hour. #Instagram https://t.co/lLi8hH8tEY
Open source - TE
TechCrunch@TechCrunchPost on X ·
As Instagram rolls out long form videos of up to 90 minutes, the platform has an opportunity to challenge YouTube if it plays its cards right. https://t.co/7A1Ovbvldq
Open source - EN
Engadget@engadgetPost on X ·
Instagram is experimenting with longform video again. https://t.co/S2q8QYFD2x
Open source - TE
Techmeme@TechmemePost on X ·
Instagram is testing Features, a new long-form horizontal video format of up to 90 minutes aimed at podcasters, comedians, and other creators, in the US (@hustonca / The Hollywood Reporter) (Visit Techmeme dot com for the link and full context!)
Open source - RK
Rachel Karten@milkkartenPost on X ·
Today Instagram announced they are testing long-form horizontal videos called Features. The platform wants to be a place where you watch a 90 second video and a 90 minute video. All on your TV. They are also testing Lives in the Reels tab, a hub for Series, and more. https://t.co/8FP2JJcPB8
Open source - PL
philip lewis@Phil_Lewis_Post on X ·
Instagram tests 90-minute horizontal videos in major play for podcasters and creators https://t.co/BSQLPQMICg
Open source - TE
TechmemeArticle ·
Instagram is testing Features, a new long-form horizontal video format of up to 90 minutes aimed at podcasters, comedians, and other creators, in the US (Caitlin Huston/The Hollywood Reporter) Caitlin Huston / The Hollywood Reporter : Instagram is testing Features, a new long-form horizontal video format of up to 90 minutes aimed at podcasters, comedians, and other creators, in the US — Select creators in the U.S. Monday and will be able to test out the new product, which could make the platform more of a destination for full video podcasts.
Open source