Instagram Launches a New App Called IGTV for Long-Form Video

Somewhat interestingly, the main Instagram app will also have a tab dedicated to the same videos.

In his remarks, Systrom positioned IGTV as the latest step in the company's "evolution" and suggested that horizontal video is inconvenient in an era when media consumption is increasingly happening on smartphones. Unlike YouTube, all the videos are vertical and videos in the IGTV app will start playing as soon as you launch it.

Instagram today announces that it will soon be rolling out IGTV, a new app specifically designed for watching long-form, vertical videos from your favorite Instagram creators. With the launch of IGTV, the company essentially wants to make its platform the go-to for entertainment - Instagram already has a huge amount of content for users, ranging from Stories, Live videos, to the classic photos and videos. Twitch offers the ability to share ad revenues if you run at least three broadcasts per week, and splits the money generated from subscriptions, which are offered for an ad-free experience. Feeds will also include content from accounts that Instagram feels will be of benefit from elsewhere on Instagram. Today, Instagram announces it has achieved 1 billion users! Commenting on this, CEO Kevin Systrom said that "Instagram is now a global community of one billion!" Instead, they can run up to one hour.

IGTV app for iPhone and Android are available to download right now from App Store and Google Play.




If celebrities, athletes, or other influencers begin posting curated, high-polish 30-minute shows to Instagram TV, you can envision it becoming a challenger to streaming services like Netflix, Hulu, or YouTube TV, since young people have their phones in hand all day. Facebook itself started an aggressive video push past year by heavily promoting its live-streaming technology and also, in some cases, funding original content on-demand. You can swipe up to discover more - switch between "For You", "Following", "Popular" and "Continue Watching". But, in IGTV, the creators are the channels.

The launch comes amid a shift in video viewing habits away from traditional television to online platforms including Netflix and Hulu, and with more people watching both professional and user content on services like YouTube.

In a press Q&A after the event, Systrom said there would not be ads on the videos for now but there most likely would be in the future.

While Facebook doesn't report Instagram's financial figures separately, eMarketer expects that it will bring in $5.48 billion in revenue from US ads this year, up 70% from 2017.

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