Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Paying Creators a Share of Ad Revenue

Meta‘s Instagram is trying to make itself a place for longer-form entertainment content from digital creators, including testing out video lengths of up to 90 minutes and letting users watch Reels and more on Apple TV.

The moves are meant to position Instagram as a bigger potential competitor to YouTube. But for now, Instagram is still not planning a revenue-sharing program akin to YouTube’s that would compensate creators for sharing their work on the platform.

Instagram announced the test of the new features in (of course) a video shared Monday on the platform.

“I have been against doing long-form video on the platform for a long time,” Instagram head Adam Mosseri said in the video, alongside VP of product Tessa Lyons. Mosseri said that one of his concerns has been “how do we make sure that we keep Instagram not just about entertainment, but about connecting with friends.”

But now, Mosseri has been sold on the need for Instagram to “lean into” long-form videos.

The new Instagram Features (which it is testing in the U.S. with a small group of creators) allows longer horizontal videos to Instagram, in some cases up to 90 minutes long. Creators can also share clips as Reels to help people discover a long-form feature video. And soon, Instagram Lives will show up beyond just a creator’s followers, to be discovered by new audiences in the Reels tab. Instagram also is planning to introduce a new feature that will let you use your phone as a remote control for playback of videos on TVs.

“Creators can build a fuller body of work on Instagram, while fans have more ways to discover and keep up with what they love,” an Instagram rep said.

As for whether Instagram will introduce an ad-revenue share in the future, the Instagram spokesperson said “it’s too early to share a long-term monetization model, but we’re exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives. Over time, we think there will be compounding benefits for creators to tell new stories, reach new audiences, and find new partners, which should lead to many monetization opportunities.”

Here’s a rundown of Instagram’s new features:

Product	Description	Previously	As of Oct. 26
Features	Longer horizontal video for podcasts, vlogs, interviews, episodes; testing different video length limits including up to 90 minutes	Testing with some creators in Brazil	Expanding to the U.S. in a small test
Clips as Reels	Up to 8 clips can point to one long video	Testing in Brazil currently	Expanding to the U.S. in a small test
Series	Dedicated home for episodic Reels on a creator’s profile	Testing since spring of 2026 with select creators in U.S., India and Mexico	Expanding to more countries through end of 2026
Instagram for TV	Lets users watch Reels, Features, Series, Channels, a Friends tab to catch up on your friends’ Stories, posts and what they’re watching on HDTVs	Launched last year. Available now on Samsung, Fire TV, Google TV in the U.S.	Available on Apple TV in the U.S.; livestream support coming “soon”
Phone as a remote control	Use your phone as a remote, see what your friends are watching in a Friends tab, and save Series and Features on mobile to watch later on TV	—	Coming soon
Live	Livestreaming capabilities	Live as a format launched in 2016; testing improvements for discoverability and monetization in Indonesia and Brazil	Launching in more countries soon