Instagram is expanding its content strategy by launching tests for long horizontal videos lasting up to 90 minutes. Known as Features, this new format targets extended content such as podcasts and comedy shows, aiming to compete directly with YouTube and extend the platform’s reach beyond mobile devices into living rooms.
The core strategy from Meta uses short-form clips as a gateway. Much like YouTube Shorts, users can watch a snippet on their smartphone via Reels and receive incentives to consume the full episode on a television. According to head of application Adam Mosseri, the objective is to allow both formats to coexist as complements, preventing long-form media from disrupting standard vertical feed engagement.
The new “Features” tool is coming to Instagram to challenge YouTube by offering support for long, horizontal videos of up to 90 minutes.
To support this television migration, Instagram is expanding its application availability. Beyond existing support for Fire TV and Apple TV, the app will soon arrive on Samsung devices and Google TV. This expansion includes optimized support for Stories, live broadcasts, and connected video series.
Currently restricted to a select group of creators with specific agreements, this initiative carries a strong financial incentive. Longer video formats unlock lucrative advertising opportunities and more robust sponsorships. This is not the company’s first attempt to challenge Google‘s video dominance; IGTV launched in 2018 as a long-form promise before ultimately shutting down in 2022.
Reports indicate that Features is currently testing in Brazil before expanding evaluations to the United States. Alongside this rollout, Instagram is introducing live video broadcasts within Reels and distributing live streams to non-follower accounts, with initial testing concentrated in select regions.
This strategic shift highlights Meta‘s continuous effort to diversify viewer habits and capture connected TV audiences. By bridging the gap between quick mobile discovery and immersive home viewing, Instagram hopes to secure a larger share of the digital video and advertising market moving forward.
Instagram Tests Long Horizontal Videos Up To 90 Minutes; A New YouTube Rival?
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