Instagram Tests 90-Minute Horizontal Videos in the U.S.
The social platform is piloting long-form video capabilities to compete with YouTube for user attention.
Updated on Oct. 26, 2026 in Internet
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Instagram has begun testing a new video format called Features, which allows creators to upload horizontal videos up to 90 minutes long. This initiative is currently in a testing phase for select creators in the United States.
Why it matters
By introducing horizontal, long-form content, Instagram is positioning itself to compete directly with YouTube for total user viewing time. This shift toward large-screen formats aims to capture audiences beyond the platform's traditional mobile-first, short-form Reels environment.
The new Features format supports 90-minute horizontal video playback, a significant expansion over the typical 3-minute duration of standard Instagram Reels. The format is currently available to tens of thousands of creators in the U.S. test group.
The players
A social media platform owned by Meta, focused on visual content, short-form video, and creator monetization.
YouTube
A video-sharing platform owned by Alphabet that dominates long-form, horizontal content and search-based video discovery.
The details
Features videos are designed for large-screen viewing and appear in recommendations via the Explore tab and other sections of the app. To view a full-length piece, users interact with a short preview clip that directs them to the complete video. Instagram is also expanding its television integration to include Apple TV, joining existing support for Samsung, Fire TV, and Google TV.
Timeline
October 26, 2026: Instagram expands Features testing to U.S. creators.
Late 2026 or early 2027: Planned U.S. testing for Series episodic Reels.
2027: Expected U.S. expansion for live video testing within the Reels tab.
The Tech Race
Instagram is pivoting to challenge YouTube's dominance in the long-form video market by moving beyond its traditional mobile-first Reels format. This effort to capture more screen time mirrors the platform's broader strategy to integrate deeper into living room hardware through expanded TV app support.
Users in the United States can expect to see longer, horizontal video recommendations appear in their Explore feeds as the test rolls out to tens of thousands of creators. Those utilizing Apple TV will soon gain native access to Instagram's television interface, enabling larger-screen viewing for this new long-form content.
The takeaway
Instagram is aggressively expanding its format repertoire to keep users within its ecosystem for longer, high-engagement viewing sessions. Watch for the upcoming testing of episodic Series and live video integration in the Reels tab to see if these tools successfully drive the projected shift in user behavior.
Further reading
For broader trends in platform-specific media consumption, visit the Internet section.
Live Poll
Do you prefer watching long-form videos on social media platforms over short-form clips?
