Instagram Tests Ninety Minute Videos and Apple TV App but Keeps Creator Pay Out

Instagram is testing video lengths of up to 90 minutes and launching on Apple TV as part of an effort to rival YouTube with long-form entertainment content.

Feature Tests And Updates

Instagram head Adam Mosseri announced the new features in a video shared on Monday alongside product VP Tessa Lyons. Mosseri noted he had long opposed long-form video due to concerns about keeping the platform focused on connecting with friends, but his perspective has now shifted. The platform is currently testing the 90-minute limit for horizontal videos with a small group of creators in the U.S. Creators can also share up to eight clips as Reels to help users discover these longer videos. Additionally, Instagram Lives will soon reach audiences beyond a creator's current followers through the Reels tab, and a new feature will let users use their phones as remote controls for TV playback.

Monetization Plans

Despite the push into long-form content, Instagram does not currently plan to offer a revenue-sharing program similar to YouTube's. An Instagram spokesperson stated that it is too early to share a long-term monetization model, though the company is exploring ways for creators to earn money from brands, fans, and Instagram itself, including performance-based incentives.

Context

Platforms frequently update their features and device compatibility to capture a larger share of user viewing time and compete directly with established video giants. While expanding to television screens and longer formats helps attract video creators, establishing a sustainable payment model remains a central challenge for platforms entering the creator economy.