Instagram tests up to 90-minute videos and TV playback, but no ad-revenue sharing yet
Meta is trialing longer-form videos of up to 90 minutes and Apple TV support on Instagram, while stating that a revenue-sharing model with creators is not planned at this stage.
Meta is expanding Instagram’s video capabilities by testing content up to 90 minutes long and allowing users to watch Reels on Apple TV. The tests, limited to a small group of U.S. creators, aim to position the platform as a broader entertainment venue.
Instagram’s product vice president Tessa Lyons said the changes are intended to help creators tell stories in formats such as episodic series and to boost discovery through short-form clips. Head of the platform Adam Mosseri, who previously expressed concerns about long-form video reducing social interaction, acknowledged the need to "lean into" longer videos and TV viewing.
The trial also includes features like using a phone as a remote for TV playback and expanding Instagram Live visibility beyond a creator’s followers to the Reels tab. An Instagram spokesperson said the company is funding some longer-form projects directly with creators but described a monetization model as "too early to share".
While Instagram does not currently plan a YouTube-style ad-revenue share, the spokesperson added that the platform is "exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives" and expects future monetization opportunities as creators reach new audiences.