# Instagram Launches Longform Video Feature

> Instagram's new longform video feature aims to challenge YouTube's dominance but faces major hurdles.
- Title: Instagram Launches Longform Video Feature · TheWrap | Shortify
- Summary: Instagram's new longform video feature aims to challenge YouTube's dominance but faces major hurdles. Instagram introduced a 90-minute video feature to…
- Keywords: instagram, youtube, features, longform, video, creators, trinity audio, entertainment, culture, business, Launches, Feature
- Source: TheWrap — https://thewrap.com/industry-news/tech/instagram-features-challenges-youtube-analysis
- Author: Kayla Cobb
- Published: 2026-10-27T13:00:00+00:00
- Read time: 1 min
- Topics: instagram, youtube, features, longform, video, creators, trinity audio, entertainment, culture, business
## Instagram Announces Features
Instagram launched a longform video feature allowing creators to upload horizontal videos up to 90 minutes long.
## YouTube Dominates TV Viewership
YouTube accounts for 15.8% of U.S. TV usage in August, more than twice Netflix's viewership and all of Disney's TV properties combined.
## Instagram Targets YouTube Market
Instagram aims to cut out the middleman by offering creators a direct path to YouTube's lucrative platform through its longform feature.
## Key takeaway

Instagram introduced a 90-minute video feature to compete with YouTube but must overcome YouTube's strong TV viewership share.