Instagram is testing 90-minute videos called Features, with no ad revenue share

Instagram is testing a format called Features that lets creators post videos up to 90 minutes long. Instagram head Adam Mosseri and product chief Tessa Lyons announced it on Monday, Oct 26, according to The Next Web. It’s aimed at podcasters, comedians and anyone who wants to put a full show on the app.

The test starts with a small group of US creators, with some in Brazil also taking part, Instagram spokesperson Megan Buckley told The Verge, per TNW.

How Features works

Features will show up in the main feed and on Explore, TNW reports. Instagram is also testing Reels that link straight to a full Feature. Lyons, quoted by Dexerto, gave the example of a podcast clip you love: “you can just click and continue watching or watch the full video.”

Creators will also be able to group related Reels into a series on their profiles. Dexerto says Series testing is planned to reach the US by late 2026 or early 2027.

Dexerto names four of the early testers:

• Emma Grede (podcast host)
• Monet McMichael (beauty creator)
• Preston Rakovsky (interviewer)
• Donald De La Haye (football creator)

The TV part

Instagram’s TV app will prioritize Features, per TNW. The app launched on Amazon Fire TV in the US in December 2025 and has since reached Google TV and Samsung TVs, with Apple TV support coming soon.

Lyons told Dexerto, as quoted there, that Instagram expects “a lot of the deep consumption” of long horizontal video to happen on a big horizontal screen over time. At launch, Features is mobile-first.

What creators get, and what they don’t

Dexerto says creators don’t have to make their videos exclusive to Instagram, and they can keep using their existing advertising deals. Instagram also plans to help them find new brand partnerships, per the same report.

The gap is ad revenue. Instagram doesn’t plan to share ad revenue from Features with creators for now, TNW reports, though the company has left the door open to changing that later. For a creator weighing a 90-minute episode against a YouTube upload that can earn from ads, that’s the number to watch.

Haven’t we seen this before?

Yes. Instagram launched IGTV in 2018 as a separate app for longer clips and shut it down in 2022, TNW notes. The new setup differs in a few ways that the reports spell out: Features lives inside the main app, short Reels act as a doorway to the full video, and there’s a TV app to watch it on.

There’s also a shift in tone. TNW says Mosseri had been reluctant about long-form video, worried that more reasons to watch would leave people less time to share with friends. He now says short clips and longer programs should complement each other. In an interview with creators Colin and Samir, he said: “We want to be the most culturally relevant platform, and to do that, we need to show up where people are.”

What happens next

Dexerto reports that Instagram previously tested the feature in Brazil and plans to expand to tens of thousands of US creators. There’s no date yet for when 90-minute videos reach everyone.