Instagram announces IGTV - a new app for watching long-form videos

Isaac Cain
June 21, 2018

"We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand", Instagram explained in a blog post.

Mr Systrom said: "Since our launch in 2010, we've watched with amazement as the community has flourished and grown".

IGTV will allow all users to create videos up to ten minutes in length.

Instagram has been outpacing rival social networks such as Twitter and Snapchat and has been gaining younger users even as Facebook itself has seen declines in the youth segment.

"This is a major accomplishment". Snapchat, Instagram's main competitor, said in February it has 100 million monthly active users.

The firm also announced that it had finally reached a billion users, meeting other popular apps and services like Facebook Messenger and WhatsApp Messenger at the top.

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TechCrunch has learned that the Instagram longer-form video hub that's launching [today] is called IGTV and it will be part of the Explore tab, according to multiple sources. Also, unlike on Instagram, videos aren't limited to one minute.

In fact, Systrom kicked off the IGTV press event by talking about teens' changing video consumption habits, noting that they're watching less TV than ever.

"Anyone can be a creator - you can upload your own IGTV videos in the app or on the web to start your own channel", Systrom said.

Facebook acquired Instagram in April 2012 for a combination of cash and stock worth some $1 billion at the time.

The ads also will help Facebook sustain its revenue growth.

The launch of IGTV not only paves the way for longer content, but it could also allow Instagram and its content partners make more money through advertising.

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