Instagram has launched IGTV, a new app for watching long-form, vertical video from your favoorite Instagram creators as it hit one billion monthly active users since its launch in 2010. The platform had 800 million users in September last year.

The new channel will be accessible to users from within the Instagram app or a new  stand-alone IGTV app.

According to Kevin Systrom, Co-Founder & CEO of Instagram, IGTV will be accessible on both Android and iOS platforms.

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“IGTV will be rolling out globally over the next few weeks on Android and iOS. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long,” says Systrom.

Systrom says just like TV, IGTV starts playing as soon as you open the app. Users don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests.

Just like Youtube, anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.

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