Instagram’s new long-form video hub takes on YouTube

Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

Media playback is unsupported on your device Media caption Instagram released this video to promote IGTV

At the same time, Instagram said that it has passed the one billion user mark, a milestone it hailed as a "major accomplishment" for the 2010-launched company.

"IGTV is a new app and space within Instagram where people can watch long-form (up to an hour), vertical video from their favourite Instagram creators and celebs, allowing them to connect more meaningfully". To view and upload the longer videos, the company announced a new app called IGTV.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

IGTV will begin rolling out globally on iOS and Android over the next few weeks.

He added that IGTV is "built for how you actually use your phone, so videos are full screen and vertical". You can still like, share and comment on videos, just like on YouTube, but it keeps a slightly different concept with the vertical video thing and the hour-long limit.

Instagram stated that the app should roll out in a day or so, but potentially sooner.

Instagram is ready to take on YouTube with a new app.

"The way we are watching video is changing", Systrom told the event.

You can download IGTV via the Play Store and App Store.

The other big announcement, and one that has been rumored for the past several days, is the reveal of an upcoming standalone app, IGTV.

What you'll see when you first open up IGTV is a full screen video - something that has been curated for you - behind a row of tabs.

Instagram just unveiled a new way to help it compete with the likes of YouTube and Snapchat. I hate watching movie trailers in vertical format (thanks, Netflix!), and even considering long-form videos in the portrait format sounds terrible. Instagram is also allowing anyone to create their own IGTV channel. Instagram co-founder and chief executive Kevin Systrom said in a statement on the Instagram blog: "We've made it simple, too".

Many social influencers have already uploaded to IGTV to get a feel for the new feature. While that might seem convenient, you want to be sure you're someplace watching that having a video start playing won't cause a problem. Each Instagram creator will have an IGTV channel with all of their longer video clips.

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