Instagram Launches 90-Minute Video Test to Challenge YouTube and Netflix
Instagram is testing a new feature called 'Features' that allows select U.S. creators to upload horizontal videos up to 90 minutes long, targeting the podcast and long-form entertainment market. The rollout, which began on October 26, 2026, aims to compete with YouTube and Netflix by offering a seamless transition from short Reels to full episodes. Early participants include Emma Grede and Monet McMichael, with plans to expand to tens of thousands of creators. The platform intends to integrate this content into its TV app and Explore page, while negotiating ad deals that do not require exclusivity, unlike competitors.
Key points
- Instagram started testing 'Features' on October 26, 2026, allowing select U.S. creators to upload horizontal videos up to 90 minutes long.
- The feature enables users to click from a short Reel clip to watch the full long-form video, such as a podcast episode or comedy special.
- Early testers include Skims co-founder Emma Grede, beauty creator Monet McMichael, and football content creator Donald De La Haye.
- Instagram plans to expand the test to tens of thousands of U.S. creators and integrate the content into its TV app, which launched last year with partners like Samsung and Fire TV.
- Unlike Netflix, Instagram is not requiring exclusivity for these videos, allowing creators to maintain existing ad deals and brand partnerships.
- The platform is also testing 'Series' for episodic content and live video integration in the Reels tab, with plans to expand these features to the U.S. by the end of 2026 or early 2027.
Background
This move follows Instagram's previous experiments with long-form content in Brazil and its expansion of the Instagram TV app to Apple TV in the U.S. It also aligns with broader industry trends where platforms like Netflix and Disney are adding creator-generated podcasts to capture more viewing hours. The recent launch of live video features in Indonesia and Brazil suggests a strategic push to diversify content formats beyond short-form Reels.
Why it matters
Instagram's entry into the long-form video space intensifies competition with YouTube and Netflix for consumer attention and ad revenue. By offering a non-exclusive model, Instagram may attract creators who are hesitant to sign exclusive deals, potentially disrupting the current landscape of podcast distribution and creator monetization.
What to watch
Instagram plans to expand the 'Features' test to more countries and bring it to the U.S. by the end of 2026 or early 2027. The company is also testing how the feature will appear on the TV app and expects to negotiate ad deals with creators who lack existing infrastructure. Further expansion of live video features to the U.S. is also planned for next year.
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