# Instagram Tests Videos up to 90 Minutes Long but Unlike YouTube It's Not Sharing Ad Revenue

> **Open Intelligence Dossier** · First detected: 2026-10-26 22:40 UTC · Category: Business

## Executive Summary
Instagram is testing long-form video content up to 90 minutes long for TV viewing, though it lacks the ad-revenue sharing found on YouTube.

## Intelligence Brief
Instagram is currently testing a new capability that allows for the playback of videos lasting up to 90 minutes in length. According to reporting from Engadget, this specific initiative is designed to facilitate the watching of these extended videos on television sets. The move represents a shift in how the platform handles video duration, moving away from the shorter formats typically associated with the app's social feed and reels toward long-form content that mirrors a traditional television or cinematic experience. Coverage from Engadget emphasizes the strategic positioning of this feature, specifically highlighting that Instagram wants users to engage with these longer videos on their TVs.


The report focuses on the technical expansion of video length and the hardware target for this rollout. By enabling content of this duration, the platform is expanding its utility beyond mobile devices, attempting to capture a different segment of user attention that is typically reserved for living room entertainment and larger screens. To understand the significance of this development, it is necessary to compare Instagram's approach with established long-form video platforms. This creates a different incentive structure for influencers and filmmakers who may be deciding where to host their long-form productions based on financial returns.


Future developments to monitor include whether Instagram will implement a revenue-sharing model to compete more directly with other video platforms. Observers will be looking for official confirmation on the rollout scale and whether this feature will be available to all users or a limited testing group. Additionally, the impact of this TV integration on overall user engagement patterns remains a point of interest, as the platform attempts to bridge the gap between short-form social media consumption and long-form digital broadcasting.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| Engadget | Instagram Wants You To Watch 90-Minute Videos On Your TV | [Source Link](https://news.google.com/rss/articles/CBMilAFBVV95cUxOUlFvR2NfZmJtNXM0VkMxbTNwTVhFNG5jN0MxYzRHcVVCdmtTUmd5cGJoUDIzcHlXSDlVRmlTXzJjZzRuOTJJRGxjcTR5S1dQWFJkdmVneUc2dVJIOHFjaEZ5MVRscUpPSjhib09XaE9EaXlmNG52WE4zd1N0elBsQ085LWVQZ3ZrWGY0bDNCdlBQaGRP?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-10-26/instagram-tests-videos-up-to-90-minutes-long-but-unlike-youtube-it-s-not-2*