Sociable: Instagram eyes long-form content on CTV
Summary
Instagram is shifting its strategic focus toward supporting longer-form content on connected TV (CTV) as short-form vertical video may not be sufficient for TV viewing, according to VP of product Tessa Lyons. The company expects to become part of creators' long-form strategies alongside short-form offerings, exploring formats like podcasts, live streams, and mini-dramas. Instagram previously tried a long-form play with IGTV, which failed, but it updated its CTV app last December and now sees renewed opportunity to boost creator engagement and ad revenue. The move reflects broader CTV ad interest and platform trends that favor YouTube's established streaming position, and Instagram may leverage AI-driven storytelling to expand content options and monetization on the app.