IGTV is Instagram's take on social video

IGTV is Instagram's take on social video

In a kind of TV and YouTube hybrid, the app will be organized by channels, which will just lead you to each creator's page.

Instagram, which is owned by Facebook, has just introduced a brand new initiative for "vertical format video", which means it'll be presented in portrait mode rather than landscape, called IGTV.

Facebook-owned Instagram is joining the likes of Google's YouTube and Snapchat's Discover with the release of IGTV - a video creation and sharing app for the Instagram community. The app also shows videos tailor-made for your preferences and allows switching between "For You", "Following", "Popular", and "Continue Watching" sections.

IGTV "will be rolling out globally over the next few weeks" on Alphabet's (GOOGL) Android and Apple's (AAPL) iOS operating systems, according to the launch announcement.

He added that IGTV is "built for how you actually use your phone, so videos are full screen and vertical". As with any social platform, videos can be liked, shared, and commented. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.

Instagram CEO Kevin Systrom at the event, said: "It's time for video to move forward, and evolve". Smaller accounts will only be given 10-minute video limits, but Instagram did not specify the exact criteria for what qualifies an account for the longer video option.

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Since then it has become a strong engineer of growth for Facebook in terms of users and ad revenues.

With IGTV, Instagram, as it has done in the past, is copying features pioneered by others.

Instagram also announced that it now has a billion monthly active users, up from 800 million in September.

The launch comes amid a shift in video viewing habits away from traditional television to online platforms including Netflix and Hulu, and with more people watching both professional and user content on services like YouTube.

Instagram is following its parent company into the longer-form video space.

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