Instagram is pushing into long-form viewing and the living room on Monday, but it is not offering the creator pay model that makes YouTube the default for long video.
What Instagram is testing
Meta said Instagram is testing horizontal uploads up to 90 minutes with a small group of US creators, alongside an Apple TV app for watching Reels and other video on a television. Creators can also publish short Reels clips from a long video to drive discovery, Instagram Live will become visible in the Reels tab beyond a creator’s own followers, and a phone-based remote for TV playback is on the way.
- Up to 90-minute horizontal uploads, initially for a small US creator group
- Apple TV app for watching Reels and other video
- Long-form clips shared as Reels for discovery
- Instagram Lives surfaced in the Reels tab
- Phone-as-remote for TV playback
The YouTube-shaped gap
The product strategy is aimed squarely at YouTube-style watch time, but the monetization question remains open. An Instagram spokesperson said it is too early to share a long-term monetization model, though the platform is exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives. That is a real difference for professional creators: YouTube has a known revenue share for video, while Instagram is asking for long-form catalogue without the same commitment.
Adam Mosseri, head of Instagram, said he had long been “against doing long-form video” because long viewing sessions can mean fewer Reels, photos and carousels sent to friends. The shift is about leaning into long-form, including on TVs.
Why this matters for creators and buyers
VP of product Tessa Lyons framed the change around creators telling stories in episodic series and other longer formats. The immediate benefit is distribution: Apple TV puts Instagram video on the big screen, and Reels clips give long-form content a discovery layer.
For creator-led brands, the practical move is to treat long-form as a catalogue asset and cut the strongest moments into Reels. For media planners and streaming marketers, the unresolved piece is inventory. Apple TV viewing may eventually become a place for ads or sponsorship, but Monday’s announcement did not address that.
Creators weighing where to put long-form hours will have to decide whether Instagram’s reach is enough while the pay model stays undefined.
Source: Variety
