Instagram is testing 90-minute horizontal videos in the US and Brazil with no ad share yet. YouTube pays 55% on long-form. What creators should do now.
- Horizontal videos up to 90 minutes. Before this, the maximum length of a Reel was 20 minutes, according to the same reports.
- Length: by default you can upload videos up to 15 minutes. Verified accounts can upload longer videos, up to 256 GB or 12 hours, whichever is less.
- Revenue in the YouTube Partner Program: creators get 55% of net revenue from ads shown on their long-form videos on watch pages, 45% of their allocated share of the Shorts ad revenue pool, and 70% of net revenue from channel memberships, Super Chat and Super Thanks.
The short answer
Quick answer: On 26 October 2026 Instagram began a small test, in the United States and Brazil, of horizontal videos up to 90 minutes long. YouTube still allows far longer uploads (up to 12 hours for verified accounts) and, more to the point, pays creators: 55% of net ad revenue on long-form videos. Instagram has not announced any ad revenue share for its long videos yet, so for income YouTube remains the stronger home. If you want to reach people who already follow you on Instagram, the new format is worth testing.
What Instagram announced
Instagram head Adam Mosseri and product lead Tessa Lyons presented the new long-form tools. TechCrunch, The Verge, Variety and Fast Company reported the details:
- Horizontal videos up to 90 minutes. Before this, the maximum length of a Reel was 20 minutes, according to the same reports.
- A limited test. It started with a small group of creators in the US and Brazil.
- Clips as Reels. Creators can link up to eight short clips, shown as Reels, to one long video, so the short-form feed sends viewers to the full piece.
- Series. Long videos can be grouped into episodes.
- The TV screen. Instagram's TV app on Apple TV, available in the US, is part of the push toward lean-back viewing.
- No ad share for now. Variety and The Verge report that Instagram is not paying creators a revenue share on these videos at launch; Mosseri said the company is "exploring multiple options."
What YouTube offers
According to YouTube Help (checked November 2026):
- Length: by default you can upload videos up to 15 minutes. Verified accounts can upload longer videos, up to 256 GB or 12 hours, whichever is less.
- Revenue in the YouTube Partner Program: creators get 55% of net revenue from ads shown on their long-form videos on watch pages, 45% of their allocated share of the Shorts ad revenue pool, and 70% of net revenue from channel memberships, Super Chat and Super Thanks.
Side by side
- Maximum length — 90 minutes — 12 hours / 256 GB (verified)
- Availability — Small test, US and Brazil — Worldwide
- Orientation — Horizontal — Any
- Ad revenue share — None announced — 55% (long-form), 45% (Shorts pool)
- Fan funding — Not part of the test — 70% of memberships, Super Chat, Super Thanks
- TV viewing — Instagram for TV on Apple TV (US) — Not covered in our sources
Why Instagram is doing this
Fast Company describes the move as Instagram starting to look "a lot more like YouTube". The logic is simple: long videos keep viewers in the app longer and on bigger screens, where advertising is worth more. TechCrunch framed it directly as a challenge to YouTube. The Verge raised the open question: will creators make expensive long videos for a platform that does not yet pay for them? Passion projects are lovely, but rent is due monthly.
What this means for creators
For data on how many hours people spend on each app, read our 2026 guide to time spent on social platforms. Creators who travel can also meet peers in person: see how to meet builders while travelling and creator scenes in Los Angeles, New York and São Paulo.
- Do not move your back catalogue yet. With no revenue share and a limited test, YouTube is still where long videos earn money.
- Use Instagram as the trailer. The Clips-as-Reels link is designed to turn short views into long watches. If you get access, test cut-downs that point to the full video.
- Think about your audience. A follower base built on Instagram may watch a long video there that it would never search for on YouTube.
- Mind the feed. The World Happiness Report 2026 links algorithm-driven feeds with lower wellbeing (an association, not proof of cause); formats that build community may age better.
What to watch next
Update log: 4 November 2026: first published, based on reports from 26–28 October 2026.
- Whether the test expands beyond the US and Brazil.
- Whether Instagram announces a revenue share for long videos.
- Eligibility rules for creators.
Frequently Asked Questions
How long can Instagram videos be in 2026?
Instagram Reels can run up to 20 minutes. In a test that began on 26 October 2026, a small group of creators in the United States and Brazil can also post horizontal videos up to 90 minutes long. These can be grouped into series and linked to up to eight short clips that appear as Reels.
Does Instagram pay creators for long-form videos?
Not at launch. Reports from Variety and The Verge say Instagram is not sharing ad revenue on the new 90-minute videos, and Adam Mosseri said the company is exploring multiple options. Until a revenue share is announced, long videos on Instagram mainly serve reach and audience building, not direct income.
How long can YouTube videos be?
By default, YouTube accounts can upload videos up to 15 minutes long. Once an account is verified, it can upload longer videos, up to 12 hours or 256 GB, whichever limit comes first. These limits come from YouTube Help and apply worldwide, unlike Instagram's current limited test.
How much does YouTube pay creators?
In the YouTube Partner Program, creators receive 55% of net ad revenue on their long-form videos on watch pages, and 45% of their allocated share of the Shorts ad revenue pool. They keep 70% of net revenue from channel memberships, Super Chat and Super Thanks, according to YouTube Help.
Should I post long videos on Instagram or YouTube?
For income, YouTube is still the stronger choice, because it shares ad revenue and is available worldwide. If you have access to Instagram's test, use it as a trailer: post clips as Reels that link to the full video, then compare watch time and follower growth before moving any of your catalogue.
Sources and review method
Every figure and claim was checked against the linked source pages, opened on 4 November 2026; claims that could not be verified were removed or attributed as reported. Every URL was checked with curl or a browser fetch.
- TechCrunch, Instagram goes from short-form to 90-minute videos (26 October 2026, United States) — Opened and checked 4 November 2026.
- Variety, Instagram 90-minute videos, Apple TV and creator pay (26 October 2026, United States) — Opened and checked 4 November 2026.
- The Verge, Instagram long-form video and creator monetisation (28 October 2026, United States) — Opened and checked 4 November 2026.
- The Verge, Instagram widescreen long-form video features (26 October 2026, United States) — Opened and checked 4 November 2026.
- Fast Company, Why Instagram is about to look a lot more like YouTube (October 2026, United States) — Opened and checked 4 November 2026.
- YouTube Help, "YouTube Partner Program revenue shares" (accessed November 2026) — Opened and checked 4 November 2026.
- YouTube Help, "Upload videos longer than 15 minutes" (accessed November 2026) — Opened and checked 4 November 2026.
- World Happiness Report 2026 (March 2026) — Opened and checked 4 November 2026.
Last checked: November 4, 2026. If you spot a mistake, report a correction.