Instagram thử nghiệm video ngang dài 90 phút, trực tiếp cạnh tranh với YouTube

Instagram is testing a new format called Features, which lets creators upload horizontal videos up to 90 minutes long. The test started on Monday with a small group of US creators, following an earlier trial in Brazil, and it's aimed squarely at podcasters, comedians, and other long-form creators who mostly publish on YouTube today. Instagram head Adam Mosseri and VP of Product Tessa Lyons announced it in a video . Plenty of creators already post Reels clips to promote full episodes hosted elsewhere, so Instagram now wants to host the full episode too. Reels can link straight to the full video, and Features will also be recommended on the Explore page.

While YouTube shares ad revenue with creators in its Partner Program, Instagram has no plans to do the same for Features, at least for now. An Instagram representative said the company is funding some creators directly, but that it's "too early to share a long-term monetization model." Lyons said established creators can bring their existing sponsorships and branded content along. Instagram already tried long-form video once with IGTV, which launched in 2018 and was shut down in 2022. This time, the TV seems to be a bigger part of the plan, as the Instagram for TV app, which debuted on Amazon Fire TV in December 2025, has now reached Apple TV in the US. There's no firm date for a wider rollout, and without a revenue share, it's hard to see many creators leaving YouTube anytime soon.