Published: Thu, June 21, 2018
Life&Culture | By Ben Goodman

Instagram launches IGTV & you can Upload/Watch hour-long Videos

Instagram launches IGTV & you can Upload/Watch hour-long Videos

Videos start playing as soon as the app is opened based on the people you already follow on Instagram.

Systrom said IGTV is built to be used on a smartphone, and boosts the time for videos from the previous limit of one minute.

IGTV will enable any user to upload long-form videos and will also include "channels" from video "creators", similar to a format employed by Google-owned YouTube which has given rise to a number of YouTube "stars".

Instagram at a flashy media event in San Francisco on Wednesday unveiled IGTV, a standalone app designed for long-format video consumption. Though IGTV is a standalone app, users will be able to watch it from within the Instagram app as well.

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IGTV "will be rolling out globally over the next few weeks" on Alphabet's (GOOGL) Android and Apple's (AAPL) iOS operating systems, according to the launch announcement.

"When people browse through the feed they don't want to stop and watch a 10-minute video", Systrom says. Footage is meant to be shot and displayed vertically and videos will begin playing the moment the app is opened, no searching needed. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.

Instagram is following its parent company into the longer-form video space. There are no ads on IGTV today, but that would be a "reasonable place to end up", Instagram CEO Kevin Systrom said at the event.

Since then it has become a strong engineer of growth for Facebook in terms of users and ad revenues. Those shows run with commercial breaks and Facebook splits money with the creators. "With Stories we're sharing so much of our life events, it would be great to share that on IGTV".

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