Instagram Tests 90-Minute Horizontal Videos in Bid to Challenge YouTube

Meta-owned Instagram is expanding beyond short-form Reels as it explores new ways to compete with YouTube in the long-form video space. The platform is testing a feature that would allow users to watch horizontal videos of up to 90 minutes. According to the company, the feature is being tested in Brazil and has now been expanded to the United States. It is aimed at attracting podcasters, comedians and other content creators who publish longer videos.

The feature will allow creators to link their full-length videos to short Reels on Instagram’s mobile app. When viewers tap a Reel, they will be prompted to watch the complete video. Instagram is also experimenting with a separate ‘Series’ feature that would let creators publish episodic Reels, potentially supporting microdramas and other serialised content. The company is reportedly aiming to introduce the Series feature in the US by the end of this year, with plans to expand it to other countries next year. These initiatives are part of Instagram’s broader effort to grow its video audience, including through Instagram for TV.