Meta launches 90-minute video program to challenge YouTube
Meta is allowing creators to upload videos up to 90 minutes long to Instagram, aiming to compete with YouTube and streaming services. The move leverages Meta’s massive user base and expanding smart TV presence to target long-form content consumption.
Meta has announced a new program called Features, which permits creators to upload videos of up to 90 minutes to Instagram. This strategic shift is designed to challenge YouTube’s dominance in long-form content and compete directly with streaming services such as Netflix. Meta, which reports 3 billion daily active users, is rolling out its Instagram app for smart TVs, starting with short-form reels and now expanding to include these long-form features. Current market share data indicates YouTube holds 16% of the streaming market, with Netflix at 8%, while other players include Disney at 5%, Amazon Prime at 4%, Roku at 3%, Paramount+ at 2.3%, Tubi at 2%, and Warner Brothers Discovery at 1.4%. Unlike YouTube, which pays creators approximately 50% of revenue, Meta is not currently offering a revenue-sharing model for this content. The rollout faces complications due to an ongoing dispute with publishers over terms that allow Meta to scrape uploaded content. Industry observers note that Meta is aggressively targeting YouTube for market share by leveraging its superior content organization algorithms and massive user base, potentially disrupting the streaming landscape by bringing long-form content to the living room.