Published: Thu, June 21, 2018
Hi-Tech | By Grace Becker

Instagram brings long-form video to 1 billion users

Instagram brings long-form video to 1 billion users

Social network Instagram is loosening its restraints on video in an attempt to lure younger viewers away from YouTube.

Mr Systrom also announced a new feature enabling some users to share long-form videos up to one-hour long.

"Anyone can be a creator - you can upload your own IGTV videos in the app or on the web to start your own channel", Systrom said.

IGTV is completely built for mobile devices, allowing users to view all the latest videos from content creators they already follow on Instagram.

It will give Facebook more opportunities to sell advertising.

Instagram's IGTV is ultimately going to be a direct competitor to YouTube, but the company is also targeting Snapchat's Discover.

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Instagram, now almost 8 years old, is moving further from its roots as a photo-sharing service as it dives headlong into longer-form video.

Instagram has said it now has more than one billion active users, less than a year after it reported reaching the 800 million mark. Instagram doesn't now allow video ads, but Systrom said it eventually will.

Instagram has now hit the same milestone as other Facebook-owned social aps - including Messenger (1.3bn), WhatsApp (1.5bn) and Facebook itself which has 2.2 billion users.

The ads also will help Facebook sustain its revenue growth.

While Facebook offers no detailed revenue breakdown, the research firm eMarketer estimates Instagram will generate $5.48 billion in net U.S. ad revenue this year, up 70.4 percent from last year and accounting for more than one-fourth of Facebook's net mobile ad revenue.

IGTV's programming format will consist exclusively of vertical video created to fill the entire screen of smartphones - the devices that are emerging as the main way younger people watch video.

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