Creatorverse: Instagram's Longform Bet Proves the Creator Economy is Locked in on TV
Source: Yahoo News
Published on: 2026-10-28 19:06
YouTube is no longer the only major longform player in town. On Monday, Instagram announced Features, a new offering that will let select creators in the U.S. post content that is up to 90 minutes long. It's a game changer that I dove into this week. Instagram is making this move for one reason: it sees YouTube's living room dominance. In August, YouTube accounted for 15.8% of all TV viewing in the U.S., which was more than double the next most watched platform, Netflix. During an interview on "Colin and Samir," head of Instagram Adam Mosseri said that, as far as the platform can tell, a majority of YouTube's recent growth has come from its investment in television viewership. "It's very much about TV," Mosseri said. "It's not about the time spent as much as the cultural relevance. We want to be the most culturally relevant platform, and to do that, we just need to show up where people...
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