Instagram is dipping its toes into longform video, with a new feature dubbed Features beginning testing this week. Features plays horizontal videos up to 90 minutes long, opening the door to more traditional longform content on Instagram instead of exclusively shortform content and clips that direct users to other platforms to see the whole thing. The current iteration of the Features test includes select U.S. creators, following an earlier test in Brazil. Features is aimed at podcasters, comedians and other long-form creators. Similarly to YouTube Shorts, Instagram creators will be able to link their Reels to full videos, directing viewers of clips to keep watching without leaving the Meta ecosystem. Features videos will also be recommended on the Explore page. Instagram VP of product Tessa Lyons tells The Hollywood Reporter the company is working on deals with some early creators. There is no exclusivity requirement. Creators can bring existing ad deals into their videos, and Instagram will help others find sponsors. Matching YouTube remains a challenge, since YouTube pays qualified creators 55% of ad revenue. Features works on mobile, but Lyons expects most long-form viewing to happen on TV.
Former Apple Podcasts executive Steve Wilson has joined Netflix to lead podcast content acquisition. He will start as a consultant. Bloomberg first reported the hire, and Netflix has confirmed it. Wilson spent 15 years at Apple, working in editorial, partner relations and show marketing for Apple Podcasts. He later served as chief strategy officer at QCODE and most recently worked at podcast and creator company Daylight Media. The hire comes as Netflix cuts about 6% of its workforce, or roughly 1,000 people. The Hollywood Reporter calls it the company’s largest staff reduction since 2022.
beehiiv launches podcast advertising tools on all of its paid plans, including dynamic ad insertion, programmatic ads and sponsorship management. There is no minimum download requirement. CEO Tyler Denk says video hosting arrives before the end of the year.
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