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Instagram has unveiled a new video service called IGTV, where people can post longer videos up to an hour in length. It will be available as a standalone app as well as a feature within the Instagram app.
Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos on the mobile phone. He noted that most video apps require you to search or browse through a directory as opposed to television, where you simply turn it on and start watching. IGTV, on the other hand, will simply start playing video the moment you open it.
IGTV will also allow creators to upload video directly to Instagram, a product manager said, representing an effort to turn the app into a home for mobile video to compete with YouTube. Videos can be up to 10 minutes long to start, with larger accounts able to post an hour long videos. Over the long term, the company expects to let all users post videos of unlimited length.The IGTV app will be available globally on iOS and Android sometime today, as well as in the Instagram app through a TV shaped button above Stories. We made it a dedicated app so you can tap on it and enjoy video without all the distraction, Systrom explained.
In IGTVs dedicated app or its in-Instagram experience, viewers will be able to swipe through a variety of videos, or swipe up to visit a Browse tab of personally recommended videos, popular videos, creators theyre following and the option to continue watching previously started videos. Users will also get notifications from the IGTV button alerting them about new content.
Alongside the video channel, Instagram also revealed it now had a billion active users on its platform.
