Instagram Tests 90-Minute Horizontal Videos in US
The platform is expanding its Features video format to compete with longer-form content hubs like YouTube.
Updated on Oct. 26, 2026 in Internet
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Instagram is launching a test of its new Features video format for select creators in the United States. This tool allows for the upload of horizontal videos up to 90 minutes in length, a significant departure from the standard three-minute limit for Reels.
Why it matters
By introducing long-form horizontal content, Instagram aims to capture a larger share of user viewing time and challenge platforms like YouTube. This strategic shift targets large-screen consumption habits by bringing high-definition video directly to television interfaces.
The new Features format supports horizontal playback designed for devices including Samsung, Fire TV, and Google TV, with upcoming support for Apple TV. Creators in the U.S. expansion are currently limited to this specific long-form capacity.
The players
A photo and video-sharing social networking service owned by Meta Platforms.
The details
Users can access the full-length content by clicking on short clips, which then appear in recommendations throughout the Explore tab. In addition to Features, the company is experimenting with Series for episodic content on profiles and live video integration within the Reels tab.
Timeline
October 26, 2026: Instagram expands Features testing to creators in the US.
Late 2026 or early 2027: Instagram plans to test Series in the US.
2027: Instagram plans US expansion for live videos in Reels.
The Tech Race
Instagram is shifting its infrastructure to support horizontal long-form content, directly challenging the market share currently held by YouTube. This move replaces the platform's traditional focus on vertical short-form media with a robust architecture designed for living room streaming.
Viewers will soon be able to watch long-form, horizontal content directly from their television sets using integrated smart TV apps. This update provides a new way to access creator content without needing to rely on a mobile device for longer viewing sessions.
The takeaway
Instagram is rapidly evolving its video infrastructure to support longer, horizontal viewing experiences beyond its mobile-first roots. Users can expect more episodic content and deeper integration with smart TV platforms as the company matures its creator-focused video tools.
What happens next
Instagram has indicated plans to initiate tests for Series episodic content in the US between late 2026 and early 2027, with plans to expand live video tests in the Reels tab to the US throughout 2027.
Further reading
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Do you prefer watching long-form videos on social media platforms over short-form clips?
