Instagram Is Bringing 90-Minute Videos, Much Like YouTube: What It Means For Creators

Think of YouTube as a platform a couple of years back. It was just a website where people uploaded random videos that they thought would be fun to share. That’s how it all began, really. But today, YouTube isn’t just a random video-sharing app. It is much bigger with millions of creators uploading videos on it every single day.

There has also been an interesting shift in how users have been consuming YouTube content. Last year, a Forbes report said that more than half of YouTube users watch content on TV, not their phones. And now, Instagram seems to want in on this trend.

The platform has just announced that it will soon roll out 90-minute videos. This means that it wants to become more than an app that you visit when you’re in the mood for some doomscrolling. Read on.

Instagram wants you to watch longer videos

Instagram is testing a new horizontal video format called Features, which will let creators upload videos up to 90 minutes long. The format is for creators such as podcasters and comedians who want to share full-length shows on the platform.

The company’s CEO, Adam Mosseri, shared the announcement in a video. The caption read, "It's early, and we're testing and listening to feedback as we go. But we’re excited to give creators more room to tell their stories with the communities they've already built here. More to come.”

The test began with select creators in Brazil and is expanding to tens of thousands of creators in the US. Features will appear alongside Instagram’s existing video formats, including Reels. The company is also testing ways to link shorter Reels to full-length videos, so viewers can watch a clip and continue with the complete episode without leaving Instagram.

Instagram is already building its TV presence

The move towards longer videos is closely tied to Instagram’s plans for television. Instagram for TV launched on Amazon Fire TV in December 2025 and has since expanded to Google TV and Samsung TVs. The app is also arriving on Apple TV in the US.

For now, Instagram for TV is focused largely on Reels. However, the company has been exploring longer videos, episodic series and Live content for the big screen. Features could become part of that broader offering, giving viewers a way to watch full-length creator shows on their TVs rather than just short clips.

About YouTube’s TV audience

Now let’s take a moment and look at how YouTube has been investing in TV viewing for years. And how its latest figures highlight why the big screen matters to creator platforms.

In September 2026, YouTube said that more than half of its top 100 creators had TV as their most-watched interface. The platform is also bringing more creator-focused features to televisions, including Shorts series that let creators arrange videos into seasons and episodes.

YouTube also reported that microdramas generated more than 6.5 billion views in the first half of 2026, with watch time growing by over 50% year-on-year. Views of microdrama content on TV alone increased by more than 90% over the same period.

These figures point to growing interest in creator-led, episodic content on television, even when the format began on mobile.

Instagram’s strategy appears to follow a similar direction. Instead of treating TV as a place for short clips alone, the platform wants to give viewers more reasons to watch creators for longer. That could mean podcasts, comedy shows and other formats that feel more natural on a television screen.

What this means for creators

So what does this mean for creators? Simple. More opportunities to showcase their content.

With Instagram’s Features, creators will have another place to publish longer shows and reach audiences. Those already making podcasts, interviews or other long-form videos will have another place to post their content.

However, do remember that Instagram has not yet confirmed a full rollout timeline for Features, and the TV viewing strategy is still developing. So before getting too excited, it is best to wait for more updates.