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."
Long-Form Video Platforms
Instagram Launched IGTV for Creators as a Mobile Video Network
Trend Themes
1. Mobile Video Consumption - Opportunity to capitalize on the growing trend of mobile video consumption by offering platforms that prioritize and cater to long-form video content.
2. Vertical Screen Experience - Opportunity to innovate and develop new technology that can create an immersive and engaging vertical screen experience for long-form video content on mobile devices.
3. Curated Video Content - Opportunity to create and offer curated video content that is personalized and relevant to individual users through machine learning and AI algorithms.
Industry Implications
1. Social Media - Social media platforms can integrate long-form video content for creators and offer personalized and curated video content for users.
2. Media and Entertainment - Media and entertainment companies can leverage the trend of mobile video consumption to offer long-form video content and create engaging vertical screen experiences for users.
3. Technology - Technology companies can develop new software and hardware technology that can optimize and enhance the vertical screen experience for long-form video content on mobile devices.