Instagram announces IGTV - a new app for watching long-form videos

Getty Images

Getty Images

So far, the company doesn't have revenue share agreements in place with creators. With that said, I also enjoy watching content on Twitch.

Instagram's platform is also reaching a huge milestone today: 1 billion users.

The company has officially launched IGTV, a new way for Instagram users to create YouTube-like channels that host longer videos within Instagram. This is a major accomplishment - so from all of us at Instagram, thank you!

Instagram has launched IGTV at an event in San Francisco featuring numerous Instagram creators. IGTV is a video app built for how people use their phones - videos are both full screen and vertical, and unlike other videos on Instagram each can be up to an hour long.

IGTV has a few nifty tricks up its sleeve to grab audience attention. "IGTV is for watching long-form videos from your favourite creators", said Kevin, at the event.

The videos will be in vertical format and since they will play as soon as the app is opened, users won't have to browse or search for anything to get started.

IGTV will have dedicated sections, including For You, Popular, Continue Watching, and Following, which you will be able to swipe through when you want to watch something new. Also like TV, IGTV has channels.

Once opened, the bottom of the app shows a number of videos that are trending, and has tabs that let you view videos from your followers as well. After signing in to IGTV, it will automatically start playing vertical videos uploaded by people followed by the user alongside customized recommendations somewhere else in Instagram.

With IGTV, Instagram "begins a new chapter of video", perhaps one that Snapchat actually started quite some time ago. We hope it brings you closer to the people and things you love.

There will be a stand-alone IGTV app, but the content will also be available on the existing Instagram app. "IGTV is different from the typical mobile video experience", said Insta in a press release. Instagram itself now has more than a billion users. But be careful watching if you're at work. In addition to uploading and viewing these videos on mobile, you can do so on the web too.

IGTV aims for users to watch it just like TV.

Unlike traditional television, IGTV channels are designated by creators, however, anyone can have their own channel.

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