There have been some recent situations where YouTube has become arrogant with how they treat end-users, content creators and advertisers thanks to their effective monopoly position for user-generated video content. One of these was a fight that Google and Amazon got into over voice-driven personal assistants and this led to Google removing YouTube support from Amazon’s Echo Show smart display. I even wrote that it is high time that YouTube faces competition in order to lift its game.
Initially Framasoft who is a French developers got working on an open-source video-distribution mechanism called “PeerTube” with a view to have it compete against YouTube.
But Instagram, owned by Facebook, have set up their own video-sharing platform called IGTV. This will be available as a separate iOS/Android mobile-platform app but also allow the clips to appear on your main Instagram user experience.
Initially this service will offer video in a vertical format for up to 1 hour long. The format is chosen to complement the fact that it is likely to be used on a smartphone or tablet that is handheld. The one-hour length will be offered to select content creators rather than to everyone while most of us will end up with 10 minutes. This may also appeal to the creation of “snackable” video content.
Currently Instagram offers video posting for 60 seconds on its main feed or 15 seconds in its Stories function. This is why I often see Stories pertaining to the same event having many videos daisy-chained.
The IGTV user experience will have you immediately begin watching video content from whoever you follow on Instagram. There will be playlist categories like “For You” (videos recommended for you), “Following” (videos from whom you follow), “Popular” (popular content) and “Continue Watching” (clips you are already working through).
The social-media aspect will allow you to like or comment on videos as well as sharing them to your friends using Instagram’s Direct mode. As well, each Instagram creator will have their own IGTV channel which will host the longer clips.
A question that can easily come up is whether Instagram will make it work for usage beyond mobile-platform viewing. This means support for horizontal aspect ratios, or viewing on other devices like snart-display devices of the Echo Home ilk, regular computers or Smart TV / set-top devices including games consoles.
It is an effort by Instagram and Facebook to compete for video viewers and creators but I see the limitation to the vertical format as being a limitation if the idea is to directly compete with YouTube. But Facebook and Instagram need to look at what YouTube isn’t offering and the platforms they have deserted in order to provide an edge over them.