Instagram Introduces Long-Form Video Testing
Meta is testing a new long-form video format called 'Features' on Instagram, allowing content creators to broadcast content for up to 90 minutes. The platform is expected to begin this testing phase in the United States first.
According to reports from Deccan Herald, Meta will evaluate feedback from this initial rollout before expanding the feature to additional regions in the coming months. This format allows users to upload significantly longer videos than previously available on the social media app, marking a shift toward extended content consumption.
Strategic Move Against YouTube Dominance
The introduction of 'Features' positions Instagram to directly compete with YouTube, which has long served as the primary platform for tutorials, reviews, and documentaries. By enabling 90-minute broadcasts, Meta aims to capture audience time previously dedicated to its larger rival.
This competitive push coincides with broader infrastructure changes within Meta's ecosystem. The announcement follows the recent launch of a dedicated Instagram app for Apple TV, Amazon Fire TV, Google TV, and Samsung TV. These integrations are designed to enable "binge-worthy content" on big screens, aligning the viewing experience with that of traditional television and dedicated streaming platforms.
Monetization Differences and Economic Context
A key distinction between the two platforms lies in their financial models for creators. Unlike YouTube's view-based payout system, Instagram currently relies on follower subscriptions and brand collaborations for creator revenue. There is no official word yet on whether Meta will implement an ad-revenue sharing program specifically for the new 'Features' format.
The potential economic impact of long-form video platforms in India has been highlighted in recent industry reports. A 2025 report indicated that YouTube's creator economy contributed Rs 18,000 crore to India's GDP. While this figure pertains specifically to YouTube's existing ecosystem, it underscores the significant financial stakes involved in the long-form video market as Instagram seeks to establish its own presence.