# Instagram tests 90-minute videos as it expands on television

- URL: https://talkfuse.com/story/instagram-wants-you-to-watch-90-minute-videos-on-your-tv/
- Published: 2026-10-26T17:36:39+00:00
- Updated: 2026-10-26T17:48:12+00:00
- Original publisher: Engadget
- Original article: https://www.engadget.com/2297240/instagram-wants-you-to-watch-90-minute-videos-on-your-tv/
- Topics: Entertainment, Research, Science, TV

## Key points

- Instagram is testing videos up to 90 minutes long.
- The format is initially limited to selected creators.
- Meta hopes longer videos will complement Reels and grow TV viewing.

## Summary

Instagram is testing a horizontal video format called “features”, allowing selected creators to post videos up to 90 minutes long. Meta hopes people will watch podcasts and other longer videos on television, helping Instagram compete with YouTube and attract more valuable advertising.

The test is limited to creators with individual deals with Meta, with comedians and podcasters among its targets. Instagram is adding an Apple TV app and expanding its TV apps to include Stories, live streams and linked video series; the company says longer videos could complement rather than replace Reels, after its earlier IGTV effort failed to gain traction.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.