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# Meta tests 90-minute Instagram videos as DTC brands pivot ad budgets to CTV
- URL: https://www.medianexis.com/meta-tests-90-minute-instagram-videos-as-dtc-brands-pivot-ad-budgets-to-ctv/
- Published: 2026-11-03T00:54:05.000Z
- Updated: 2026-11-03T00:54:05.000Z
- Description: AdExchanger reports that Meta is testing long-form Instagram videos up to 90 minutes as DTC brands shift ad spend toward CTV.
- Author: The Signals Desk
- Tags: Streaming, Meta tests 90-minute Instagram videos as DTC brands pivot ad budgets to CTV

**Why it matters.** DTC brands that once over-indexed on Meta now have a credible TV alternative, giving CTV platforms like Tatari new leverage to court midsize advertiser budgets.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*read the original*](https://www.adexchanger.com/daily-news-roundup/monday-02112026/?ref=medianexis.com)*.*