Instagram’s 90-minute video bet could soon take it into direct confrontation with YouTube

Instagram is looking beyond the scroll. As it tests videos of up to 90 minutes, the Meta-owned social media platform is seeking to turn its short-form video audience into long-form viewers, opening a new front in its competition with YouTube and premium over-the-top platforms for consumers’ time and advertising budgets.

The move comes as digital video consumption expands beyond smartphones to connected televisions (CTVs) in India, where a growing creator economy, rising content consumption across languages, and increasing large-screen viewing are creating new opportunities.