×
You will be redirected back to your article in seconds

Instagram Still Exploring How IGTV Will Make Money for Creators

Instagram isn’t ready yet to reveal how it will turn on the monetization spigots for IGTV, its longer-form video product, but the company promises those will be arriving.

“Right now, we’re focused on delivering on what we said we would — connecting you to creators and content you’re most interested in,” said Ashley Yuki, head of product for IGTV, speaking at Variety‘s Entertainment and Technology Summit in L.A.

However, introducing new money-making and revenue-sharing features to IGTV is “a very important area for us,” Yuki said. “It’s super top-of-mind for us, because we know it takes a lot of time and effort to create this kind of content.” She declined to put a timeline on when IGTV would start testing out monetization.

When Instagram launched IGTV in June, it signaled new competition for Google’s YouTube. But until it adds revenue-sharing or other monetization opportunities for creators, IGTV won’t really be a competitive platform.

Instagram, which is owned by Facebook, positions IGTV as a reimagining of mobile video in a vertical format featuring longer videos and the ability to discover content through channels. “The way we think about IGTV is it’s kind of the next generation’s TV,” Yuki said. “The way the next generation is watching video is different… It’s not on a set-top box, it’s on their phones.”

Yuki added that IGTV “delivers on our top-level mission — to bring you closer to the people and things you love.”

Instagram invited digital creator and sketch-comedian Anwar Jibawi, who has 5.4 million followers on the social service, to participate in Variety‘s event. Jibawi said IGTV has been a powerful new creative tool for him, letting him deliver episodic comedy series on Instagram. “For my biggest platform to have exactly what I’ve always wanted — long-form content — was great for me, and my audience,” he said on the panel.

Making money on IGTV is important, Jibawi said, but “at the moment, I’m at that stage where I’m just having fun and growing.”

IGTV allows users to upload videos up to 10 minutes long to their own channel, while select large creators are able to upload videos of up to one hour. Previously, Instagram limited uploaded videos to 60 seconds, and capped Instagram Stories at 15 seconds.

Compared with existing “snackable” videos that Instagram users post and share, IGTV content is “a little bit more intentful,” Yuki said, adding that IGTV has been used by a wide span of users ranging from individual users to Hollywood studios.

Yuki said IGTV’s early adopters have been finding new ways to take advantage of the vertical-video orientation, which has a more immediate and personal feel than horizontal video. That said, she acknowledged, “The transition to native mobile video… isn’t going to happen overnight.”

More Digital

  • Westworld Season 2 HBO

    Facebook Has Talked With HBO, Showtime and Other Networks but It's Unlikely to Proceed With Pay-TV Idea

    Is Facebook about to become cable TV provider? Don’t bet on it. The social giant has held informal discussions with cable networks including HBO and Showtime Networks about potentially offering subscriptions to their streaming services on Facebook, multiple sources tell Variety, confirming a Recode report last week that first reported the talks. However, Facebook currently [...]

  • Ed Sheeran Shape of You

    Ed Sheeran, Clean Bandit Top Shazam’s 2018 Year-End Lists

    Clean Bandit and Demi Lovato’s song “Solo” was the most-Shazamed song and Ed Sheeran’s “Perfect” was the longest running No. 1 track on the service’s global charts, the company revealed today in its year-end lists. Nicky Jam and J Balvin’s “X” was the No. 2 most-Shazamed song and Calvin Harris & Dua Lipa’s “One Kiss” [...]

  • Remote for Android TV-Based TiVo Device

    TiVo FCC Filing Suggests Android TV Device Coming in Time for CES

    A filing for a new TiVo remote control suggests that the company may be getting ready to show an Android TV-based set-top box at CES in Las Vegas next month. The device likely won’t be sold to end users, but instead ship to TV operators looking to combine TiVo’s DVR capabilities with Google’s TV platform. [...]

  • Telemundo to Launch English-Language Newscast With

    Telemundo to Launch First English-Language Newscast on YouTube (EXCLUSIVE)

    NBCUniversal’s Hispanic broadcaster Telemundo is developing its first English-language newscast in collaboration with YouTube in a bid to tap the burgeoning U.S. Hispanic youth demographic. Borne out of a YouTube grant aimed at awarding journalism projects that “elevate quality journalism, evolve business models to drive sustainable growth, and empower news organizations through technological innovation,” Telemundo News’ [...]

  • Wall Street Journal Site Hacked With

    Wall Street Journal Site Hacked With Pro-PewDiePie Message

    PewDiePie’s ongoing battle to keep his channel’s YouTube subscriber count No. 1 ahead of India’s T-Series took another bizarre twist: A branded-content section of the Wall Street Journal’s website was hacked with a fake message apologizing to PewDiePie and urging people to subscribe to his channel. A spokeswoman for Dow Jones & Co., publisher of the [...]

  • YouTube - Comcast Xfinity X1

    YouTube 4K Content Goes Live on Comcast's Xfinity X1 Set-Tops

    Comcast television subscribers can now enjoy YouTube in ultra-high definition: The Google-owned video service is now serving up 4K videos on Comcast’s Xfinity X1 set-top boxes, the cable company announced Monday. X1 owners who also happen to have a X1 voice remote can get access to a curated selection of 4K content by asking the [...]

  • Google - 315 Hudson Street

    Google Plans to Spend Over $1 Billion on New York City Campus

    Google has set plans to dramatically boost its footprint in New York City: The internet giant said it will invest more than $1 billion to establish a new 1.7-million-square-foot campus, Google Hudson Square, in Manhattan. The move is a major part of Google’s expansion plans in the city that will let it more than double [...]

More From Our Brands

Access exclusive content