# Instagram tests 90-minute videos to compete with YouTube

> Instagram launches 90-minute video feature to rival YouTube and keep creators.
- Title: Instagram tests 90-minute videos to compete with YouTube
- Summary: Instagram launches 90-minute video feature to rival YouTube and keep creators. Instagram is testing 90-minute horizontal videos called Features to compete…
- Keywords: instagram, features, youtube, reels, podcasts, comedy, interviews, meta, instagram videos, long-form content, creator retention, news
- Source: mint — https://livemint.com/news/trends/instagram-tests-90-minute-videos-as-it-looks-to-challenge-youtube-and-retain-creators-what-is-features-11793097637883.html
- Author: Trisha Bhattacharya
- Published: 2026-10-27T11:15:03+00:00
- Read time: 1 min
- Topics: instagram, features, youtube, reels, podcasts, comedy, interviews, meta, instagram videos, long-form content, creator retention, news
## Instagram tests 90-minute videos
Instagram is testing horizontal videos of up to 90 minutes under a new format called Features.
## Aim to attract creators
The move aims to attract podcasters, comedians, and other creators who need longer content without leaving the platform for YouTube.
## Features for selected creators
Instagram is testing Features with selected creators in Brazil and the United States.
## Connect short clips to full videos
Creators can share shorter extracts as Reels to link viewers to complete versions of their longer videos.
## Compete with YouTube
The new format helps Instagram compete directly with YouTube where longer videos remain central to the viewing experience.
## YouTube Partner Programme
YouTube offers eligible creators advertising revenue through its YouTube Partner Programme, unlike Instagram's brand partnerships.
## Instagram's TV strategy
Instagram has developed TV services for Amazon Fire TV, Google TV, Samsung TVs, and Apple TV in the United States.
## IGTV discontinued
Instagram's previous long-form video service, IGTV, launched in 2018 but was discontinued due to lack of traction.
## Key takeaway

Instagram is testing 90-minute horizontal videos called Features to compete with YouTube and retain creators.