Instagram has introduced a new feature this time. Recently, it has unveiled its new app called IGTV which would allow users to post long-form videos up to 10 minutes in length for the average user, and for the platform’s superstars, the length extends up to an hour.

So, now the users would see how the videos appear both inside the Instagram app and inside IGTV with the latter focusing on taking screen time away from platforms like YouTube, which is now the prime name in dominating the ad-driven streaming video space.

Like YouTube, IGTV would also focus its spotlight on its brightest stars allowing users to uncover new channels and personas that appeal to specific interests. In fact, they would be able to pop from regular Instagram to IGTV with the press of a button on the app’s home screen, and IGTV would looks which are similar to that of the traditional Instagram.

However, the differentiating factor between them is that everyone would be given access to vertical videos, not just the social media’s elite. This, in turn, would allow for more immersion, Instagram hopes, and longer sessions than the traditional app have allowed.

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What users would witness after opening the IGTV is a full-screen video, behind a row of tabs. These tabs contain other recommended videos that are sorted in a number of different ways like, ‘For You’, ‘Following’, ‘Popular’, etc, and users might as well swap between channels by touching any of the videos that you see on the screen.

While users are watching the videos, they might as well comment, share or like without leaving the full-screen video mode, a property Instagram seems to have borrowed from its parent company, Facebook.

Now, uploading a video is as simple as going to the profile screen and selecting a video from the camera roll and similar to the one done with the original Instagram.

The IGTV app would be available globally on iOS and Android and is accessible through Instagram app through the TV icon located above Stories.