Instagram Tests 90-Minute Videos as It Takes on YouTube, but Creators Still Aren’t Getting Ad Revenue – Convergence Now

By Indrani Priyadarshinion October 27, 2026 Instagram is making a significant shift beyond short-form video. The platform is testing a new format that will allow selected creators to upload horizontal videos lasting up to 90 minutes, while also expanding its video experience to Apple TV.The move puts Instagram in more direct competition with YouTube, particularly for podcasters, comedians and other creators whose audiences have moved towards longer videos. Read More | Meta Agrees to $18 Billion Settlement, Limits Teen Use of Instagram and FacebookBut there is an important catch: Instagram has not introduced a YouTube-style advertising revenue-sharing programme for these longer videos. The new format, called Features, is currently being tested with a limited group of creators.Features is designed for creators who want to publish full-length, horizontal videos rather than relying solely on short Reels. Videos can appear in Instagram’s main feed and Explore, giving them more opportunities to reach viewers beyond a creator’s existing followers. The idea is not to replace Reels. Instead, Instagram wants short and long videos to work together.For example, a creator could publish a short section of a podcast as a Reel. A viewer who finds the clip interesting can then move directly to the full-length Feature without leaving Instagram.Tessa Lyons, Instagram’s vice president of product, explained the thinking behind the approach: “Reels is still going to be a core part of Instagram. But when you want to go deeper with the creators you love and the content that they’re creating, you should be able to do that on Instagram.”Instagram is also testing tools that allow creators to turn parts of longer videos into Reels and use those clips to drive viewers towards the full programme. That could give creators a simpler way to use short-form content as a discovery tool rather than treating Reels and long-form video as completely separate formats.The move is notable because Instagram has not always been convinced that long videos belong on the platform. Instagram head Adam Mosseri has previously been cautious about introducing more long-form content. His concern was that spending 10, 20 or 30 minutes watching a video could take users away from the social interactions that have traditionally been central to Instagram.Read More | Trump TV Goes Live: White House Launches 24/7 Streaming PlatformThe long-form video push is also moving beyond smartphones. Instagram’s TV app is expanding to Apple TV in the US, giving viewers another way to watch Reels and longer creator videos on a large screen. The app had previously been available on platforms including Amazon Fire TV, Google TV and Samsung TVs.The move makes sense for longer content. Watching a 90-minute podcast or comedy programme on a television is a very different experience from watching it vertically on a phone. Instagram is therefore trying to build a viewing journey that starts with a short clip on a phone and can eventually continue with a full-length programme on a television.Here’s the rundown of Instagram’s new features:​Indrani Priyadarshini is a journalist and editorial professional specialising in technology, artificial intelligence, smart cities, green energy, and digital transformation. With over four years of experience in tech journalism and digital media, she is known for turning complex industry developments into clear, engaging, and insightful stories. Her expertise spans reporting, editorial strategy, digital publishing workflows, and in-depth coverage of emerging technologies shaping the future. By subscribing, you agree to our Privacy Policy. source