Mark Zuckerberg's Instagram launches IGTV app for long videos just like YouTube

Kevin Systrom on stage at the IGTV launch

Rolling out for the iOS and Android apps, IGTV will allow any user to upload videos up to 10 minutes long, with the limit for larger accounts at one hour.

You'll see videos appear both inside the Instagram app and inside IGTV with the latter focusing on taking screen time away from platforms like YouTube which is now dominating the ad-driven streaming video space.

There will be a stand-alone IGTV app, but the content will also be available on the existing Instagram app.

Mobile-first: IGTV is built for how you naturally use and hold your phone, so videos are full screen and vertical.

The photo-sharing social network revealed its new standalone app today called IGTV that's dedicated to long-form video.

From the moment you log into IGTV, it's created to start playing video - just like the TV. You can also like, comment and send videos to friends in Direct.

Instagram is ready to take on YouTube with a new app.

In the future, Instagram plans to offer a way to monetise for creators who are investing their time into producing videos.

Systrom announced the launch of the IGTV platform which will have a separate smartphone app or can be watched from Instagram.

Systrom resisted talking advertising on IGTV at the launch, but you could bet the company will not make IGTV an ad-free portal.

There are also some hints of the defunct Vine service in there, appropriate, as some of IGTV's stalwarts like King Bach started on there.

Instagram normally allows for a video to be up to one minute in length.

"Right now we're focused on building engagement, and there are no ads on IGTV from Day One", Systrom said.

With IGTV, Instagram "begins a new chapter of video", perhaps one that Snapchat actually started quite some time ago. Each of IGTV's channels will belong to a "creator", some of whom were present at the event-social media star Lele Pons, for example, gave a preview of her IGTV cooking show-but Instagram emphasized in its announcement that anyone can be a creator.

You need to create an IGTV channel so people can easily find and watch videos you've uploaded to IGTV. Select folks will get to upload hour-long videos at first, before the feature is rolled out to everyone. This app will provide only vertical full-screen video, challenging YouTube's horizontal video format which can be challenging for viewers to enjoy on mobile interfaces.

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