Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators

Oct 26, 2026 9:57am PT Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators

By Todd Spangler

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Todd Spangler

NY Digital Editor

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Meta‘s Instagram is trying to make itself a place for longer-form entertainment content from digital creators, including testing out video lengths of up to 90 minutes and letting users watch Reels and more on Apple TV.

The moves are meant to position Instagram as a bigger potential competitor to YouTube. But for now, Instagram is still not planning a revenue-sharing program akin to YouTube’s that would compensate creators for sharing their work on the platform.

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