Instagram Tests 90-Minute Videos and Apple TV App to Rival YouTube, But Creators Still Unpaid

Meta’s Instagram is expanding into long-form video, testing uploads up to 90 minutes and launching an Apple TV app for watching Reels and other content on the big screen. The move directly targets YouTube’s dominance in creator-driven entertainment, leveraging Instagram’s massive user base and existing short-form success. However, a key difference remains: Instagram is not paying creators for long-form content, while YouTube shares ad revenue. This could limit creator adoption, as top talent may prefer platforms that monetize their work. Instagram’s strategy appears focused on audience retention and ad impressions rather than direct creator payouts, but without financial incentives, it risks becoming a secondary destination. The test signals Meta’s serious intent to compete in video, but its success will hinge on whether creators see enough value to invest time and content. For now, YouTube’s monetization model keeps it ahead in the battle for creator loyalty.