This week, The Wall Street Journal revealed that Instagram may allow video uploads up to an hour long on its app, but it’s unlikely the tech company will be taking on the likes of Netflix or HBO quite yet.
The Facebook-owned app has apparently been having conversations with a range of content makers, publishers and influencers about producing long-form content on its platform. Furthermore, it may launch a “professionally produced video entertainment hub”, as reported by TechCrunch.
This is closer to the Snapchat model, which has signed broadcasters and publishers like Nat Geo, Vice, Comedy Central and CNN to create content on its platform, but not quite broken into scripted originals yet.
“It is unlikely that we will see the next Game of Thrones or other mega-budget shows on Instagram. However, consumer perceptions of value are changing, particularly amongst young viewers who are spending less time with “traditional” TV and more time on mobile devices,” says Ovum’s digital media analyst, Matthew Bailey.
“If Instagram can effectively become a home for new, innovative, mobile-and-social-first shows, it could become an important player in the overall TV and video landscape.”
Another model the new move could compare to is YouTube’s, which has long been known for harboring content stars and providing spaces for them to create.
There’s a crux however as YouTube has been increasingly moving into the original content space since its rebrand of its premium service YouTube Red earlier this year.
Parrot Analytics highlighted this week that YouTube’s recent original Cobra Kai, received the highest amount of demand in the US in May, beating the likes of Netflix’s 13 Reasons Why and The Handmaid’s Tale.
So, while it’s not quite there yet, Instagram could one day become one of the FAANG group (Facebook, Apple, Amazon, Netflix, Google) that’s disrupting television businesses today.
Syndicado has inked a digital distribution deal with Cineflix Rights, which sees it acquire digital rights to over 100 hours of factual content for the US
Escapade Media has secured a deal with New Zealand’s TVNZ for the short form series 600 Bottles of Wine for on-demand rights
Smithsonian Channel is set for production on Migrating to Mexico, a natural history programme for its new Latin America service
The Weather Channel has ordered eight episodes of Storm of Suspicion from Jupiter Entertainment
Lagardère Studios Distribution has sold the series TANDEM toDiscovery in Italy, where it will soon air on Giallo.