Instagram Launches 'Features' to Challenge YouTube with 90-Minute Long-Form Video
Instagram is testing a new long-form video product called 'Features' to compete with YouTube. The update allows creators to upload horizontal videos up to 90 minutes long, linking them to short-form Reels for discovery. The test began in Brazil and is expanding to select U.S. creators, with plans to integrate the content into Instagram's TV app.
Key points
- Instagram is testing 'Features,' a long-form video product allowing uploads up to 90 minutes, aimed at podcasts and entertainment.
- The feature links short-form Reels to full videos, creating a 'symbiotic' relationship between short and long content.
- Testing started in Brazil and is expanding to select U.S. creators, with plans to reach tens of thousands of users.
- Instagram is integrating this with its TV app, which recently expanded to Apple TV, Samsung, and Google TV.
- The move challenges YouTube's dominance in TV viewing and Netflix's podcast exclusivity deals.
Background
Instagram has previously resisted long-form video to maintain its focus on social connection. However, the launch of Instagram for TV in late 2025 and the rise of microdramas have shifted strategy. YouTube has been the top TV streamer for three years, reaching 15.8% of TV usage in August 2026, while Netflix and Disney have also moved into podcast content.
How outlets are covering it
The Verge highlights Instagram boss Adam Mosseri's shift from opposing long-form video to embracing it as 'symbiotic' with short-form content. The Hollywood Reporter emphasizes the competitive angle against YouTube and Netflix, noting Instagram's non-exclusivity deals for creators. TheWrap focuses on the technical integration with the TV app and the expansion to Apple TV. Moomoo provides minimal detail, focusing on the stock impact of Meta's move.
Why it matters
This move signals a major strategic shift for Instagram, moving beyond short-form content to capture long-form viewing hours. It challenges YouTube's dominance in TV and Netflix's podcast exclusivity, potentially reshaping the creator economy and ad revenue distribution.
What to watch
Instagram plans to expand 'Features' to tens of thousands of U.S. creators and integrate it with the TV app. The company is also testing 'Series' for episodic Reels and live video discovery in more countries, including the U.S. by year-end.
- Instagram chases YouTube with a push for longer, widescreen videos The Verge
- Instagram Tests 90-Minute Horizontal Videos In Major Play for Podcasters and Creators The Hollywood Reporter
- Instagram Ramps Up Video Strategy in Escalating TikTok, YouTube Rivalry Bloomberg.com
- Instagram Tests Out 90-Minute Horizontal Videos in Push for TV Viewing TheWrap
- Meta Platforms' Instagram Tests New Long-Form Video Feature Moomoo
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