Meta begins testing long horizontal videos on Instagram in renewed challenge to YouTube

Instagram is launching an early test for a new horizontal video format called Features, which supports widescreen clips running up to 90 minutes long. Announced on Monday by Instagram head Adam Mosseri and product vice president Tessa Lyons, the format is rolling out to mobile devices and connected TVs. According to The Hollywood Reporter, the initial pilot is limited to the United States and restricted to a select group of podcasters and comedians who have reached individual deals with parent company Meta. [1][2][3]

The company envisions Features working hand in hand with short-form content. Creators can promote episodes using short Reels clips that link directly to full-length horizontal releases. Alongside mobile playback, Meta is pitching the format for living rooms, expanding its TV lineup to include Apple TV alongside existing apps for Fire TV, Samsung, and Google TV devices. However, the trial does not yet offer a creator ad revenue-sharing model like YouTube's, though Meta stated it plans to help creators connect with advertisers. [1][2][3]

The push marks Meta's most direct effort to challenge YouTube since it shut down its standalone IGTV service in 2022. While Mosseri previously resisted longer clips over fears they would cut into the social sharing and messaging that define the app, he said viewing habits have shifted as more audiences watch content collectively on televisions. [1][2][4]