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With a billion users, Instagram takes on YouTube in video

Instagram’s “IGTV” video hub for creators launches tomorrow		
		
	Josh Constine

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   	7 hours

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.

Instagram has launched IGTV at an event in San Francisco featuring numerous Instagram creators. While "medium-form" video (5-20 minutes in length) has gotten relatively little attention, short-form video and long-form video have switched places in terms of the proportion of time people are willing to allot to one or the other, according to video analytics company Ooyala. Each of IGTV's channels will belong to a "creator", some of whom were present at the event-social media star Lele Pons, for example, gave a preview of her IGTV cooking show-but Instagram emphasized in its announcement that anyone can be a creator.

IGTV will soon be integrated into Instagram, with new IGTV bubbles appearing on the profiles of people you follow. From there you can swipe up to discover more in one of the four categories offered: For You, Following, Popular, and Continue Watching.

"Five years after the launch of video on Instagram, we are excited to introduce IGTV which brings audiences closer to the creators they love". Content on IGTV has a time-limit of an hour, and during a conference on Instagram Live, the Facebook-owned platform has already piloted the new service with influencers and creators.

Users can access it via a dedicated app for iOS and Android or a section within the Instagram app.

They also want people to know that just like your TV at home, IGTV has channels except in IGTV, those channels are the creators themselves.

Some more on the new service.

Instagram's rapid growth is continuing, as the photo-sharing platform revealed it has hit 1 billion monthly users, and unveiled plans to expand into long-form videos. The vertical format videos can be uploaded through the website or the app. It's called IGTV, and is ostensibly a mashup of Instagram Stories and YouTube.

Once opened, the bottom of the app shows a number of videos that are trending, and has tabs that let you view videos from your followers as well.

It's mobile-first, so IGTV is built for how you naturally use and hold your phone. Instagram video posts were previously capped at 60 seconds. Those who already have an Instagram account will have a channel created for them automatically.