Instagram is testing videos up to 90 minutes long as it chases YouTube's longer-form audience. TechCrunch, The Verge, and Variety reported the Monday move. The company is also launching a widescreen video format called Features and bringing the experience to Apple TV.

The shift marks a sharp turn from Instagram's short-form roots. Creators could post near-feature-length clips if the test expands. Variety noted Instagram is still not paying creators a share of ad revenue the way YouTube does on long videos.

Meta has spent years trying to keep watch time inside Instagram and Facebook instead of losing it to YouTube. Longer uploads and a TV app are the latest tools. The pages did not list a full global rollout date for every market.

What we know: Instagram is testing 90-minute videos and a Features format, including on Apple TV.
What we don't: Whether creator ad-revenue sharing will follow, and how large the test audience is.