Overview
- Instagram added an Apple TV app on Monday that presents videos in a landscape format and lets users resume playback across phone, tablet and TV.
- Also on Monday Instagram began U.S. testing of “Features,” a tool that lets select creators upload horizontal videos up to 90 minutes and link Reels clips to the full episode.
- Instagram has not announced a YouTube‑style ad revenue share for long videos; the company says it is paying some test creators directly and is exploring brand deals, subscriptions, gifts and performance incentives.
- The company is tying Features into other products — episodic Series and expanded Live discoverability — so short Reels can drive discovery of longer mobile and TV viewing.
- The push aims to capture more living‑room watch time and compete with YouTube, but creators may hesitate to host exclusive long‑form work on Instagram until a clear, long‑term monetization model is released.