Instagram Tests 90-Minute Horizontal Videos as It Expands Onto TVs
The test gives select creators room for full video podcasts and other longer shows, alongside an Apple TV app that brings Instagram into the living room.
By Hushread Stories, from 15 outlets · First published 26 Oct 2026
In brief
- Instagram is testing a format called Features for horizontal videos lasting up to 90 minutes.
- Select creators in the United States are getting access after testing with certain creators in Brazil.
- Creators can link short Reels to longer videos, including full podcasts, comedy videos and other content.
- Instagram has also launched an Apple TV app offering Reels, longer videos and live shows.
- The video expansion does not currently include a creator advertising revenue sharing system comparable to YouTube.
Timeline · 5 moments
Reports confirm expansion lacks YouTube-style advertising revenue sharing
9to5Google ↗Features lets creators link Reels to full videos
Digital Trends ↗Select US creators gain access to 90-minute video test
The Hollywood Reporter ↗Instagram reports testing with certain creators in Brazil
The Wrap TV ↗Instagram launches Apple TV app with longer videos
MacRumors: Mac News and Rumors - All Stories ↗How it started
Instagram's move toward longer viewing comes with a new place to watch. 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 longer video push also marks a change in direction. The Verge reported that Instagram boss Adam Mosseri said he had opposed longform video on the platform for a long time.
How it unfolded
The television app arrived first in the coverage. On October 25, Digital Trends reported that it requires tvOS 26 or later.
On October 26, Instagram announced its test of Features, a format for horizontal videos up to 90 minutes long. Head of Instagram Adam Mosseri and product chief Tessa Lyons announced the test on Monday, according to The Next Web.
Testing had already been taking place with certain creators in Brazil, The Wrap TV reported. The Hollywood Reporter said select creators in the United States would be able to test the product starting Monday, potentially making Instagram a destination for full video podcasts.
The format also connects short clips with longer viewing. Digital Trends reported on October 26 that creators can link short Reels to full-length podcasts, comedy videos and other content.
Where it stands
Features remains a test for select creators, rather than a general rollout. The 90-minute limit gives those participants space for substantially longer programming, while the Apple TV app provides another screen for Instagram content, according to The Hollywood Reporter and Variety Movies.
The creator payment model is a separate limitation. 9to5Google reported that Instagram does not currently offer an equivalent to YouTube's advertising revenue sharing setup for this push.
What to watch
The next questions are whether Instagram expands access beyond the selected creators and whether it adds advertising revenue sharing. The coverage establishes a limited test and the absence of that payment system, not a timetable for either change, according to The Hollywood Reporter and 9to5Google.
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