Instagram Launches IGTV, An App For Video Content Creators

At an event in San Francisco on Wednesday, Instagram made two announcements. The first announcement was that the platform now has over a billion monthly active users. The second announcement was of a new video streaming app from Instagram: IGTV.

Instagram is mostly used for sharing images and short videos (the videos can be at most a minute long). IGTV is Instagram's standalone platform for videos. What differentiates IGTV from similar platforms (like YouTube) is its dedication for vertical videos. In the words of Instagram CEO Kevin Systrome, "IGTV is built for how you actually use your phone: vertical and full screen." 

The duration for videos uploaded to IGTV is capped at 10 minutes. For creators with a large audiencez the limit is 60 minutes. Currently only pre-recorded videos can be uploaded. Instagram will consider adding an option for live streaming later on.

At first glance, it might appear that IGTV is an acronym for Instagram Television; however, it isn't clear whether IGTV is even an acronym in the first place. The functioning of IGTV, though, is a lot similar to that of a television. Like a TV, IGTV will start playing videos as you soon as you open the app. IGTV will recommend you some channels based on your likings and browsing history. There are also different tabs in IGTV which will help you in finding the content of your choice. The tabs include "For You", "Following", "Popular" and "Continue Watching".

Just like Youtube, all users can make a channel of their own. Instagram has been in talks with popular content creators, and several of them have already joined IGTV. 

For the time being, there are no ads on IGTV. Instagram is currently work on building engagement for its new platform. There will soon be a way for creators to monetize their content. Speaking to reporters regarding content monetization, Systrom said:

Right now we’re focused on building engagement, and there are no ads in IGTV in day one. Systrom said to a group of reporters after the event. “But that is a very reasonable place to end up. There will obviously be a way for creators to make a living since they spend their lives doing this.

There's a long way to go for IGTV, but at least now there is more competition for YouTube. And as they say, "Competition drives innovation". So, IGTV - irrespective of whether it will become successful - is actually a boon for us as consumers. 

IGTV is available as a separate app for iOS and Android. We have provided both the App Store and Play Store links below. Since IGTV is just getting started, the content uploaded by IGTV creators can also be viewed on the Instagram app. When IGTV grows enough, it might be split from Instagram, just like Instagram's parent company Facebook separated Messenger from its core app.

Android App: IGTV
iOS App: IGTV


[Image credits: Instagram]

Rajat Kapoor

Rajat Kapoor is a self confessed tech geek. Always up to date with what's going on in the tech world, he is currently pursuing MCA and prefers Android over iOS. You will see his articles here and we do hope that you find them useful and informational.