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Full Breakdown

Instagram Tests 90-Minute “Features” Video Format to Challenge YouTube

By Drooid · · How we work

In this breakdown

01

Core Event: Launch of the “Features” Long-Form Video Test

On October 26, 2026, Instagram head Adam Mosseri and Vice President of Product Tessa Lyons announced Features, allowing a limited group of creators to upload horizontal videos up to 90 minutes and link them to short Reels. Tapping a Reel preview continues the full episode without leaving the app; the videos also play on Instagram TV apps for Apple TV, Samsung, Amazon Fire TV and Google TV. The test began in Brazil and is expanding to selected U.S. creators; a global rollout date is pending.

Instagram is testing landscape videos of up to 90 minutes

02

Background & Context

Instagram first tried long-form with IGTV in 2018, a vertical-only service that was merged into Instagram Video in 2021 and discontinued in 2022 after low viewership. YouTube now uses Shorts to funnel audiences to longer shows. Instagram’s new approach pairs short Reels with full-length horizontal content, keeping the viewing journey inside the platform and leveraging its TV-app ecosystem launched in 2025.

Instagram Is Introducing Longform, Horizontal Videos Up To 90 Minutes

Visual evidence

Images from the story

The new “Features” tool is coming to Instagram to challenge YouTube by offering support for long, horizontal videos of up to 90 minutes
The new “Features” tool is coming to Instagram to challenge YouTube by offering support for long, horizontal videos of up to 90 minutesPhoto: ubergizmo
Instagram is expanding the options for watching videos on smartphones and televisions
Instagram is expanding the options for watching videos on smartphones and televisionsPhoto: ukrmedia
Image: The Verge
Image: The VergePhoto: theverge
This is an opportunity for Instagram, rather than proof that it will take viewing from YouTube. Creators can publish across platforms, and audiences may have different preferences for each
This is an opportunity for Instagram, rather than proof that it will take viewing from YouTube. Creators can publish across platforms, and audiences may have different preferences for eachPhoto: openthemagazine
The new “Features” tool is coming to Instagram to challenge YouTube by offering support for long, horizontal videos of up to 90 minutes
The new “Features” tool is coming to Instagram to challenge YouTube by offering support for long, horizontal videos of up to 90 minutesPhoto: ubergizmo
Instagram retired IGTV in 2022
Instagram retired IGTV in 2022Photo: manofmany
Watch Apple’s reveal video for the touchscreen MacBook Pro
Watch Apple’s reveal video for the touchscreen MacBook ProPhoto: theverge

03

Data & Statistics

  • Maximum length: 90 minutes per video.
Instagram Features: 90-Minute Widescreen Video Test
  • Clip linking: Up to eight Reels may attach to a single Feature.
Instagram Features: 90-Minute Widescreen Video Test
  • Test geography: Brazil and the United States; Instagram aims to scale to “tens of thousands” of U.S. creators.
Instagram Features: 90-Minute Widescreen Video Test
  • Device support: Viewable on smartphones and TV screens via the Instagram TV app.
Instagram Features: 90-Minute Widescreen Video Test

04

Official Statements & Responses

Mosseri said short and long videos are “symbiotic,” with Reels acting as trailers that drive viewers to full episodes. He emphasized that longer content can coexist with likes and shares. An Instagram spokesperson confirmed direct funding for some early Features creators but noted that a long-term payment model is not yet finalized.

Instagram tests long-form videos of up to 90 minutes in US

05

Why It Matters

If successful, Features could retain more audience attention on Instagram and reduce traffic to YouTube. TV integration expands viewing beyond phones, potentially boosting watch time per session. However, the unresolved monetization model may limit adoption by podcasters and video creators who rely on ad revenue.

Instagram Is Introducing Longform, Horizontal Videos Up To 90 Minutes

06

Conflicting Reports & Gaps

No definitive timeline exists for a worldwide launch beyond Brazil and the U.S., leaving the scale of future impact uncertain.

Instagram Features: 90-Minute Widescreen Video Test