In response to people watching more digital video and less TV, Instagram launched IGTV as a new video platform. App users will be able to access IGTV in one of two ways—by tuning into the content through Instagram or watching via a standalone app.
When a user opens IGTV, the platform instantly starts showing video content from users and brands that user is already following. Additionally, they will be able to discover 'Popular' and curated content 'For You.' One of the most notable features of IGTV is its support for full-screen, vertically-oriented videos that are up to an hour long.
Instagram states that some of the reasons it is now investing in video include the fact that "by 2021, mobile video will account for 78% of total mobile data traffic."
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