Instagram Launches Apple TV App and Tests 90-Minute Horizontal Videos
Instagram is pairing television viewing with longer creator videos in a push toward YouTube's territory, but it is not offering creators a share of advertising revenue.
By Hushread Stories, from 20 outlets · First published 27 Oct 2026 · Chapter 2 of 2
Earlier: Instagram Tests 90-Minute Horizontal Videos as It Expands Onto TVs
In brief
- Instagram has launched an Apple TV app for watching Reels, longer videos and live shows.
- The Apple TV app requires tvOS 26 or later, limiting access to compatible devices.
- Instagram is testing horizontal videos up to 90 minutes long with selected creators in the United States.
- Features lets creators connect short Reels with podcasts, comedy videos and other longer productions.
- Instagram is not offering creators YouTube-style advertising revenue sharing for these extended videos.
Timeline · 6 moments
Instagram tests Features videos up to 90 minutes
Mashable Tech ↗Creator push leaves out YouTube-style advertising revenue sharing
Variety Movies ↗Reels can link viewers to full-length creator videos
Digital Trends ↗Selected US creators get 90-minute horizontal video test
The Hollywood Reporter ↗Brazil creator testing reported ahead of US expansion
The Wrap TV ↗Instagram launches Apple TV app for video viewing
MacRumors: Mac News and Rumors - All Stories ↗Update 27 Oct 2026, 10:54 am UTC
Instagram is testing its 90-minute horizontal video format, called Features, with selected creators. New coverage describes the test as a way to connect short videos with longer productions, but does not report a change to the Apple TV app or the lack of creator ad revenue sharing.
How it started
Instagram's move into longer viewing now has a place in the living room. On October 25, MacRumors reported that Instagram had launched an Apple TV app, bringing Reels, longer videos and live shows to Apple's streaming device for the first time.
The app requires tvOS 26 or later, according to Digital Trends. Its arrival gives Instagram a television outlet alongside a separate experiment in much longer videos.
How it unfolded
On October 26, The Wrap TV reported that Instagram was giving creators the ability to upload longer horizontal videos. Testing had already been taking place with certain creators in Brazil.
The test was expanding to selected creators in the United States on October 26, according to The Hollywood Reporter. Videos can run for up to 90 minutes, making the format suitable for full video podcasts rather than just short excerpts.
Instagram calls the format "Features," The Next Web reported. Head of Instagram Adam Mosseri and product chief Tessa Lyons announced the test on Monday.
The connection to Instagram's existing short videos is part of the offer. Digital Trends reported on October 26 that creators can link short Reels to full-length podcasts, comedy videos and other content.
Where it stands
The Apple TV app has launched, while the 90-minute format remains a test with selected creators. Those are separate changes: access to Instagram on a television does not mean every creator can now publish a 90-minute video.
There is also a significant difference from YouTube's creator model. Variety reported that Instagram is not going to pay creators a share of advertising revenue. 9to5Google likewise described the absence of a YouTube-style ad-sharing arrangement for now.
What to watch
The next question is how far Instagram expands Features beyond the selected creators in its test. Whether it introduces advertising revenue sharing is another open issue. The current offer combines longer uploads, links from Reels and television viewing, but not YouTube's payment model, according to Variety.
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