Instagram has launched the “IGTV” app that will allow users to watch long-form, vertical content from some of the web’s most popular stars.
“IGTV” exists as both a standalone app and as an embedded feature within the “Instagram” app. It employs full screen and vertical modes to enhance smartphone viewing, functions like a television and begins playing as soon as it is opened.
Videos come from who users follow as well as a curated selection of contributors based on the user’s interests. Viewing categories include “For You,” “Following,” “Popular,” and “Continue Watching.”
Creator pages are referred to as channels within the app, which allows anyone to upload and create their own content.
“Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love,” says the company in a statement.
“IGTV” will begin to roll out worldwide over the next few weeks, and be available on both iOS and Android devices.