Instagram introduces 90-minute videos, multi-episode  and Apple TV support

Instagram is expanding its video capabilities with several new features including horizontal videos lasting up to 90 minutes, multi-episode content and additional options for watching videos on television.

Instagram is expanding its video capabilities with several new features including horizontal videos lasting up to 90 minutes, multi-episode content and additional options for watching videos on television.

The new long-form video format called Features is designed to give podcasters, comedians and other creators more opportunities to publish extended content on the platform. Instagram has begun rolling it out to selected creators in the United States according to an announcement by the company.

Instagram chief Adam Mosseri revealed the update in a video featuring Tessa Lyons the platform’s vice president of product. The new format will operate alongside Reels allowing creators to continue sharing short videos while offering viewers access to longer versions of their content.

Under the system, creators can publish a short promotional Reel and link it to the full-length video. Viewers who discover a podcast clip or another short video will be able to open the linked Feature and watch the complete programme.

Lyons explained that Instagram aims to support different forms of creativity rather than limiting users to short videos and photo carousels. The change could provide more flexibility for creators whose content requires additional time and context.

Instagram is also introducing a feature called Series which will allow creators to publish videos across multiple episodes. The option has been made available to selected creators in the United States, India and Mexico with expansion to additional markets expected.

Another planned update will bring live broadcasts into the Reels feed. This could help creators reach people who do not already follow their accounts by making live streams eligible for recommendations to a wider audience.

The company is also expanding Instagram for TV to Apple TV following its introduction on Samsung and Amazon Fire TV devices. The move is intended to make Instagram video content more accessible on larger screens.

Further television features are expected including the ability to control the viewing experience using a smartphone and see what friends are watching.

The latest developments represent a broader shift in Instagram’s video strategy. While Reels helped establish the platform as a major destination for short-form vertical videos the introduction of longer horizontal content suggests an effort to attract audiences interested in podcasts, extended entertainment and episodic programming.

However, the new features are being introduced gradually and their availability will depend on the rollout across creators, countries and supported devices.