Instagram Tests 90-Minute Videos to Challenge YouTube, But Won't Pay Creators
Instagram is testing 90-minute horizontal videos and Apple TV integration to compete with YouTube, though it has no plans to monetize long-form content for creators.
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The story so far
11 publishers have covered this in 14 articles since 25 Oct 2026. The Verge published first, on 25 October at 16:20 UTC; The Hollywood Reporter followed 22h 40m later. The most recent article, from All Content from Business Insider, appeared on 29 October at 18:25 UTC.
Outlets reporting it: The Verge (major outlet), The Hollywood Reporter (major outlet), Bloomberg Technology (major outlet), Variety (major outlet), TechCrunch (major outlet), Feed: All Latest (major outlet), The Hill (major outlet), Engadget, The A.V. Club, All Content from Business Insider, Times of India.
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How it unfolded
Every source in the order it published.
- The VergeNow you can watch Instagram Reels on your Apple TV
- The Hollywood ReporterInstagram Tests 90-Minute Horizontal Videos In Major Play for Podcasters and Creators
- Bloomberg TechnologyInstagram Ramps Up Video Strategy in Escalating TikTok, YouTube Rivalry
- The VergeInstagram chases YouTube with a push for longer, widescreen videos
- VarietyInstagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators
- EngadgetInstagram wants you to watch 90-minute videos on your TV
- The A.V. ClubInstagram is trying out 90-minute videos
- TechCrunchWatch out, YouTube; Instagram goes from short-form to 90-minute videos
- All Content from Business InsiderInstagram is clearly jealous of YouTube — and introducing a raft of changes
- Times of IndiaInstagram tests 90-minute horizontal videos for long-form content creators
Show 4 later sources
Sources
Every article we clustered into this story. Headlines link to the publisher.
- Instagram now testing videos up to 90 minutes long in major shift The Hill ·
- Instagram doesn’t have a plan to pay long-form video creators The Verge ·
- Instagram Is a Streaming Service Now Feed: All Latest ·
- Watch out, YouTube; Instagram goes from short-form to 90-minute videos TechCrunch ·
- Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators Variety ·
- Instagram chases YouTube with a push for longer, widescreen videos The Verge ·
Show 8 more sources
- Instagram Ramps Up Video Strategy in Escalating TikTok, YouTube Rivalry Bloomberg Technology ·
- Instagram Tests 90-Minute Horizontal Videos In Major Play for Podcasters and Creators The Hollywood Reporter ·
- Now you can watch Instagram Reels on your Apple TV The Verge ·
- Instagram is trying to woo YouTube creators with six-figure checks All Content from Business Insider
- Instagram tests 90-minute horizontal videos for long-form content creators Times of India
- Instagram is clearly jealous of YouTube — and introducing a raft of changes All Content from Business Insider
- Instagram is trying out 90-minute videos The A.V. Club
- Instagram wants you to watch 90-minute videos on your TV Engadget
In this story
- YouTube
- Meta
- Adam Mosseri
- Tessa Lyons
- Apple TV