“We’ve come a really long way in just eight years, and it’s thanks to this incredible community … that we’ve been able to launch IGTV,” Instagram CEO Kevin Systrom said on stage at a launch event in San Francisco.
When you log in to IGTV, it will automatically begin playing vertical videos from people you follow, along with personalized recommendations from elsewhere in Instagram.
Unlike on Instagram, videos aren’t limited to one minute. Instead, each video can can range from 15 seconds to 60 minutes..
IGTV will feature videos from Instagram’s top creators like Lele Pons, former Vine star King Bach, and Fortnite streamer Ninja. These and curated based on past viewing behavior of Instagram’s users.
At launch, IGTV will not feature any ads, and the company doesn’t yet have any revenue share agreements with creators in place. “Right now, we are focused on building engagement,” Systrom said during a Q&A with press following the announcement.
However, he said that Instagram ultimately wanted to allow creators to make a living on the service. “This is obviously a very reasonable place to end up,” he said about revenue sharing.
Another important factor is that there will be a cap on the videos — 10 minutes for most users, and an hour for certain accounts with more followers.
Those limits are likely be to temporary, however, and Instagram says it intends to remove them down the line.
IGTV will be rolling out globally over the next few weeks on Android and iOS. You can learn more by visiting the Instagram Help Center.
Instagram now has 1 billion users
Systrom revealed Tuesday that Instagram has now more than 1 billion monthly users.
The Facebook-owned service hadn’t shared any user numbers since September of last year, when the service surpassed 800 million monthly active users as well as 500 million daily active users.