Instagram on Wednesday (June 20) announced a new in-app feature and standalone app that will allow users to post videos of up to 60 minutes. Instagram co-founder and chief executive Kevin Systrom said in a statement on the Instagram blog: "We've made it simple, too".
IGTV was revealed at an event today this morning where the company also shared that it now has 1 billion monthly active users. The app will be available or both iOS and Android within the next day or so while the Instagram app proper will receive its IGTV tab before the apps launch. When you open the app it automatically starts playing videos from people you follow. High-profile initial users include Kim Kardashian West, Selena Gomez, and Kevin Hart, Instagram said in a press release, as well as the influencer Lele Pons, who will be making a cooking show, and the Instagram-famous dog Jiffpom.
-YouTube: In response to videos that repelled advertisers-most notably from video bad boy Logan Paul, YouTube now will only share ad revenues with video makers if they have at least 1,000 subscribers to their channel, and their videos have been watched at least 4,000 hours over the previous 12 months.
What makes this app different than Youtube is the native support for vertical videos as opposed to landscape video. First, it's built for how you actually use your phone, so videos are full screen and vertical. Facebook's efforts to take on YouTube via its core platform haven't gone very far, so IGTV may be its best bet to create the digital world's second longform video superpower. For now, if you want to check the app out, you can download it via the app widget below or from APK Mirror. CEO Evan Spiegel said the company would begin sharing revenues with video makers sometime this year, but it hasn't started yet. You don't have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. IGTV has channels but the creators are the channels. However, the discover feature is available when you swipe up.
Systrom has no current plans to sell advertising on IGTV but said ads would likely be added in the future. Total spending on online video ads in the U.S.is expected to rise from almost $18 billion this year to $27 billion in 2021, according to eMarketer. That feature has been incredibly popular on Instagram, drawing more users than all of Snapchat.
For creators and publishers, Watch is pitched as a platform to help them build an audience of fans and make money through advertisements - much like YouTube.