Instagram Tests Longform Video Up to 90 Minutes on TV Screens

Instagram is again exploring longform video, this time experimenting with content up to 90 minutes long designed for TV viewing. The move signals a strategic shift as the Meta-owned platform seeks to compete more directly with YouTube and streaming services for viewer attention. While details remain limited, the test suggests Instagram is leveraging its massive user base to capture a share of the growing connected TV market. For creators and advertisers, longer formats could open new engagement and monetization opportunities, but the challenge will be keeping mobile-first users glued to extended content. As viewing habits evolve, Instagram’s push into longer videos may reshape how audiences discover and consume social media content on the big screen.