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# Instagram tests 90-minute videos, lands on Apple TV — still no ad-rev share
- URL: https://www.medianexis.com/instagram-tests-90-minute-videos-lands-on-apple-tv-still-no-ad-rev-share/
- Published: 2026-10-27T21:38:17.000Z
- Updated: 2026-10-27T21:38:17.000Z
- Description: Variety’s Todd Spangler reports that Instagram is testing video lengths of up to 90 minutes and expanding to Apple TV, positioning itself as a bigger YouTube rival.
- Author: The Signals Desk
- Tags: Creators, Todd Spangler, Instagram tests 90-minute videos, no ad revenue share

**Why it matters.** Creators weighing where to publish long-form video get YouTube’s guaranteed ad cut versus Instagram’s discretionary, case-by-case funding.

*Signal from* [*variety.com*](https://variety.com/?ref=medianexis.com) *·* [*Todd Spangler*](https://www.medianexis.com/tag/by-todd-spangler/) *·* [*read the original*](https://variety.com/2026/digital/news/instagram-videos-90-minutes-apple-tv-not-paying-creators-1236931293/?ref=medianexis.com)*.*