Instagram has made IGTV a lot like "turning on the TV": It starts playing as soon as you open the app, and you don't have to search to start watching content you already follow.
The new app, dubbed IGTV, will increase Instagram's video time limit from one minute to 10 minutes for most viewers.
A new app allowing long-form vertical video became available to Instagram users on Thursday.
Taking YouTube by the horns, Instagram has announced, with much fanfare, the launch of IGTV - a video content-only wing of Instagram. When you follow a creator on IGTV, you'll also follow their account on Instagram.
Notably, the IGTV app allows watching videos without any commercial breaks, at least, for now.
The app will go head to head with YouTube and Snapchat's new explore feature.
"It's time for video to move forward, and evolve", said Instagram CEO Kevin Systrom, at the event.
Apart from this, the company has also stated how business, content creators and others can make use of the platform through its massive user base. You'll be able to pop from regular Instagram to IGTV with the press of a button on the app's homescreen, and IGTV will retain a lot of the look and feel of traditional Instagram.
Long-form vertical video! Here we are.
Systrom announced the launch of the IGTV platform which will have a separate smartphone app or can be watched from Instagram. IGTV has four subheadings that allow you to customize your viewing.
IGTV was revealed at an event today this morning where the company also shared that it now has 1 billion monthly active users. Its programming will consist exclusively of vertical video created to fit a standard mobile screen, as opposed to YouTube's horizontal video format.
As for who can create content for IGTV, Instagram notes that "anyone can be a creator on IGTV and upload videos in the app or on the web".
Instagram today unveiled its newest effort, what it calls IGTV.
According to Systrom, IGTV will not contain advertisements as of yet, but we probably can not expect this to last forever.
Instagram has reached a major new milestone: 1 billion users.
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