Instagram Launches ‘IGTV’ For Videos

Instagram unveiled IGTV, a new service for long-form videos from professional Instagramcreators, at an event in San Francisco Wednesday morning. IGTV will live both within the main Instagram app, as well as via a dedicated app for iOS and Android. “It’s mobile first, it’s simple and it’s high quality,” said Instagram CEO Kevin Systrom.

Systrom positioned IGTV as Instagram’s answer to shifting entertainment consumption habits. “Teens may be watching less TV, but they are watching more creators online,” he said.

At its heart, IGTV will be both a hub within the existing Instagram app, as well as a new dedicated app that will allow users to watch IGTV videos. These are basically vertical videos produced by some of Instagram’s top creators, and curated based on past viewing behavior of Instagram’s users.