Instagram launches IGTV, lets you watch long videos without ads

Kelley Robertson
June 24, 2018

In an event in San Francisco, Instagram CEO Kevin Systrom said that IGTV will allow popular content creators to produce stunning 4K vertical videos that is a leap from their minute-long limit. Instagram's pitch here is that watching video content on mobile devices is clunky (*cough* YouTube *cough*) and a platform dedicated to long-form, vertical videos will make things a lot more intuitive.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

Instagram said IGTV will be available as a standalone app as well as its flagship app. And when you open up the app, video is going to start playing right away. Instagram is also now not paying any Instagram users to create content for IGTV.

Reaction has started to pool in post-IGTV announcement.

Systrom also revealed on Wednesday that Instagram now has 1 billion monthly active users - up from 800 million users last September.

There are also some hints of the defunct Vine service in there, appropriate, as some of IGTV's stalwarts like King Bach started on there. Since that's "how you actually use your phone", you won't have to turn that big screen in order to consume IGTV. Instagram has decided on that already - it has launched IGTV, aka Instagram TV, a video platform that is set to rival YouTube and Vimeo.


Systrom announced the launch of the IGTV platform which will have a separate smartphone app or can be watched from Instagram. It's created to promote long-form video content and, as you might have already guessed, the focus will be on vertical videos.

As you watch, you can like videos, leave a comment, and follow others. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

With IGTV, Instagram now has another way to bring in revenue through ads. With your help, IGTV begins a new chapter of video on Instagram.

"We launched IGTV (a button inside the Instagram home screen, as well as a standalone app) at an event featuring numerous Instagram creators who'll make it great", the company wrote in a blog post late on Wednesday.

The Instagram effort is most similar to what Snap Inc. has done with the Discover section of Snapchat.

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