Photo sharing network Instagram launched a platform on Wednesday for full-screen vertical video content that can start playing as soon as a user opens the application – just like television. The app is called “IGTV”, though its content will be available on the regular Instagram app too.
The Facebook-owned company called IGTV its “most exciting feature to date”. Unlike on Instagram, videos as long as an hour can be uploaded to the new app. Though the app will start playing videos when it is opened, users can also swipe up to find options to watch videos from their feed and popular videos.
Instagram said it would roll out the IGTV app on Android and iOS operating systems over the next few weeks.
“Teens are now watching 40% less TV than they did five years ago,” Instagram Chief Executive Kevin Systrom said at an event to announce the launch in San Francisco. “It’s time for video to move forward and evolve.”
Instagram also announced that it had crossed 1 billion users since it was founded in 2010.
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