Instagram expands to living room screens with 90-minute horizontal video format and Apple TV app
Meta takes direct aim at YouTube by introducing full-length features alongside native TV applications for smart entertainment setups.
Technology news
Meta’s Instagram is making its most aggressive push yet beyond short-form mobile scrolling, launching a horizontal video format dubbed 'features' that accommodates full-length broadcasts up to 90 minutes long. The initiative, announced by Instagram chief Adam Mosseri on Monday, aims to capture longform viewing habits in the living room and positions the social platform in direct competition with YouTube’s dominant television footprint.
Alongside the format change, Instagram is rolling out a dedicated Apple TV application, expanding its connected television footprint that already includes Amazon Fire TV, Samsung Smart TV, and Google TV devices. The updated living room experience integrates full-resolution 4K horizontal playback, automated creator series grouping, and support for synchronized live streams, allowing users to watch uninterrupted podcasts, stand-up comedy specials, and documentary shorts on domestic television sets.
To seed high-production content, Meta has struck licensing agreements with select comedy and podcast creators, establishing a content pipeline intended to drive cross-platform engagement. Mosseri noted that short-form Reels will serve as organic discovery hooks, with algorithmic recommendations guiding viewers from viral vertical clips on their phones to full 90-minute episodes on their televisions. The strategy marks a significant evolution for Instagram as it seeks to monetize high-intent, lean-back viewing time.