There is a lot of crossover usage and since companies and individuals engage multiple social media outlets for branding or just plain vanity, it's likely the more savvy users, the influencers who make their money off Instagram and YouTube will push content out through both.
"We've come a really long way in just eight years, and it's thanks to this incredible community ... that we've been able to launch IGTV", Instagram CEO Kevin Systrom said on stage at a launch event in San Francisco that was beset by delays and technical issues. Accounts with large audiences will be able to go as long as an hour.
The IGTV platform within Instagram and standalone app began rolling out globally yesterday on Android and iOS, and, according to Instagram, should be available to all users over the next few weeks. It also adds that young viewers watch more amateur content.
This shift for Instagram is an attempt to directly compete with YouTube.
Through a blog post announcing the new service, Instagram pointed out that this is indeed longer vertical video.
The initiative comes as parent company Facebook struggles to attract teens, while also dealing with a scandal that exposed its leaky controls for protecting users' personal information.
Instagram and Snapchat have been waging war with one another for years, but Instagram is branching out to attack new platforms this week.
After reaching 1 billion users, Instagram recently chose to adopt a new way of watching.
Shares of Facebook closed up 2.3 percent, at $202.
What you'll see when you first open up IGTV is a full screen video - something that has been curated for you - behind a row of tabs.
IGTV features vertical video that is longer than is available in Instagram's Stories feature.
Citing 2017 data from Emarketer, Instagram noted that "these days, people are watching less TV and more digital video". "We've made it simple, too".
The ads also will help Facebook sustain its revenue growth.
The social network giant Facebook is simply trying to gain space on YouTube because video ads outperform traditional banners.
Since Instagram rolled out the new stand-alone video app Wednesday, YouTube hosts, from the popular to the relatively unknown, have used their channels to speculate on what Instagram's new stand-alone channel will mean to the future of YouTube. "It's like Coca-Cola and Pepsi", she said.
Are you a techie who knows how to write? In the meantime, Instagram will integrate IGTV into its main app via an update slated to arrive today. By contrast, most YouTube videos fill only a portion of the screen unless the phone is tilted horizontally.