Instagram Hits 1 Billion Monthly Users And Rolls Out IGTV App

By Annie Baker ● Updated June 28, 2018

Instagram has announced a new app called IGTV, which is a separate app that will feature longer and vertical videos. The main Instagram app will also have a tab that will enable users to switch over to IGTV. You can download the IGTV app for Android and iOS now.

Once you log into IGTV, it will automatically play vertical videos of people and brands that you follow. And there will be recommendations for videos based on your preferences.

IGTV screenshot

IGTV screenshot

Instagram CEO Kevin Systrom pointed out that the IGTV app was created to make it easier to find and watch videos on mobile devices. Systrom also pointed out that most videos apps require users to search for videos or browse for them in a directory. By playing videos right away after you open the app, it may feel like you are watching television.

IGTV screenshot

IGTV screenshot

Instagram creators will be able to upload videos directly to the app. Many users will be able to upload videos up to 10 minutes in length. However, larger accounts will be able to upload videos that are one hour in length. And in the future, Instagram will add support videos of unlimited length. For example, one of the most popular creators on Instagram, Lele Pons, will be launching a new cooking show on IGTV.

IGTV will not have any ads at first. However, it seems likely that Instagram will eventually monetize the IGTV app with ads in the future. Systrom also said that Instagram will also likely have revenue-sharing deals with certain partners in the future as well.

Today Instagram also announced that it has hit 1 billion users. “Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown,” wrote Systrom on a blog post.

Instagram’s parent company Facebook is also pushing its video initiatives further. Facebook is investing in original news programs with partners like Fox and CNN.

Facebook announced yesterday that it will enable creators to set up live streams with polls and quizzes. IGTV creators will also be able to post content on Facebook Watch to increase their distribution as well.