Instagram And Netflix Converge On Video Discovery From Opposite Ends

Resumen detallado

Instagram and Netflix are reshaping video discovery with Reels and Clips, guiding viewers toward longer videos while pursuing different business models.

Instagram has started testing a new approach to video discovery with Features, horizontal videos of up to 90 minutes. Creators can attach up to eight Reels to a single long video, and each Reel links straight to it.

That is the design Netflix is using from the other direction. Netflix uses vertical clips to route people into widescreen shows. Instagram now uses Reels to route people into widescreen videos.

Two companies with opposite starting points have landed on a similar model: short-form for discovery, long-form for the session. Both are trying to change what viewers watch next, including on television.

Head of Instagram Adam Mosseri and vice president of product Tessa Lyons announced the test on October 26, in a video posted to Mosseri's Instagram account. It began in Brazil and is expanding to creators in the U.S.

"For a long time, I have been against doing long-form video on Instagram," Mosseri said in the announcement. Lyons said Instagram had been working on a TV version of Reels and needed more than short-form video to do it well.

In August, YouTube accounted for a record 15.8% of U.S. television viewing, according to Nielsen, more than double Netflix's 7.7%. The competitor in that room is YouTube. It already combines creator videos, long-form viewing and television distribution in one service.

Instagram has tried long-form before. IGTV launched in 2018 as a separate app and was discontinued in 2022. Features sits inside the main Instagram app, and Reels act as the route into it.

Netflix added Clips, a vertical feed of scenes from its series and films, to its redesigned mobile app on April 30. Netflix described it as a "personalized highlight reel that helps you decide what to watch or play next."

When Clips launched, I wrote that the feed is engineered to be left. Each clip offers a route to a title, and the watching happens horizontally, often on the television. Instagram's linked Reels work the same way.

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