Instagram's IGTV - A Standalone app for Longer Videos

In a Flashy event in San Fransico, Instagram'S CEO Kevin Systrom announces a new platform named as "IGTV"..

Instagram's IGTV - A Standalone app for Longer Videos

CEO said,"It's time for videos to move forward and evolve. IGTV is for watching long-form videos from your favorite creators".

Basically it is a platform for creators to share a longer content of upto an hour in length on a StandaloneApp.With the IGTV, it seems that Instagram is eyeing to compete with the Mighty Giant Platform Youtube...
IGTV is accessible from a TV Shaped button inside the Instagram's homescreen button, as well as a Standalone app which will be available on Andriod and IOS. IGTV will spotlight popular videos from Instagram Celebrities.

IGTV will let anyone be a creator, not just big name celebs.

People will be able to upload vertical videos through Instagram's app
or from the web. Everyone except smaller and new accounts will be able to upload hour-long videos immediately, with that option expanding to everyone eventually.
In IGTV's dedicated app or from Insta's homescreen via IGTV's button, viewers will be able to swipe through a variety of longer-form videos, or swipe up to visit a  Browse tab of personally recommended videos , popular videos or the creators they are following and the option to continue watching previously started videos. 
Users will also get callouts from the IGTV's button allerting them to new content like Youtube's Notification Button. 

IGTV will also let creators to develop Instagram Channels  full of their ideas (contents) that people can Subscribe too.Creators will also be able to put links in the discription to drive traffic elsewhere (other social sites).

NO Ads/Commercials on IGTV... Yet

Systrom said, "there's no ads on IGTV today. but further he says that, it obviously a reasonable place (for ads/commercials) to end up" 
Systrom explained that since creators are investing a lot of time on IGTV contents, he wants to make that sustainable by offering them a way to "monetize" in the future. 
Instagram is not paying any creators directly for IGTV contents either like Facebook did with its flopped Facebook Watch Video Hub.
Instagram is expected to build out a monetization option for IGTV creators, potentially including ad revenue shares. The big user base could also attract advertisers.
eMarketer already expects Instagram to earn $5.48 Billion in U.S. ad revenue in 2k18. It is definately a good news for Facebook share holders as they shift spend away from TV. FB's share price is up over 2.2% today (nearly $202). 

With 1 Billion users on Instagram, IGTV could be popular with creators not only to earn money but also to grow their audience.           

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