Market & Regulation
Instagram lacks monetization plan for long-form video
The Verge Creator Economyhigh confidence
Why it matters
- →Long-form video is a key battleground for creator retention, and Meta's lack of direct monetization puts it at a disadvantage against YouTube.
- →Creators are forced to rely on brand deals or fan support, which may reduce the volume of high-quality long-form content on Instagram.
- →The absence of ad revenue sharing highlights Meta's strategic focus on brand integrations over platform-funded creator economies.
Instagram is testing a new long-form video format called 'Features,' allowing videos up to 90 minutes in length, but lacks a monetization strategy for these uploads. Head Adam Mosseri stated that while the company is exploring payment options, it currently relies on brand deals and fan support rather than direct ad revenue sharing. Creators have criticized this approach, noting that YouTube offers performance-based incentives that Instagram does not match. The move aims to capture audience attention across TV apps but risks alienating creators who require stable income streams.
Read originalThe story around this
Earlier coverage that leads up to this article, and what followed. Lines connect each piece to the closest one after it, converging here.
How we got here
- 1YouTube Clarifies Monetization Policies for AI Content
TechCrunch AI · July 20, 2026 · Background
- 2Meta Launches Global Subscription Bundles with AI Perks
The Verge AI · September 15, 2026 · Background
- 3Meta Launches AI-Focused Subscription Plans
TechCrunch AI · September 15, 2026 · Background
- 4Instagram adds AI assistant for creator optimization
The Verge Creator Economy · September 30, 2026 · Background
- 5Instagram launches 'Features' for longform horizontal video
The Verge Creator Economy · October 26, 2026 · Related
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