As expected, Instagram today announced the launch of a new standalone app called IGTV. It aims to re-envision mobile video and compete with the likes of YouTube in the process. IGTV will be available as a standalone app and a tab inside the core Instagram app. When users log in, it will immediately start playing vertical videos from the people they follow. It will also show personalized recommendations from other Instagram users.

The videos will be in vertical format and since they will play as soon as the app is opened, users won’t have to browse or search for anything to get started. It will remain focused on creators that users love the most and already follow on Instagram. Anyone can create content for IGTV and upload videos via the app or on the web.

In a move that appears to be designed to steal vloggers from YouTube, creators will be able to upload videos directly to Instagram. Established creators will be able to post videos of up to 60 minutes but initially all creators will be able to post videos of up to 10 minutes. Instagram says that it will eventually allow all users to post videos of unlimited length.

IGTV won’t have any ads at launch but it’s only a matter of time before ads pop up here as well. Instagram CEO Kevin Systrom says that this will be a “reasonable place to end up,” for IGTV. The standalone IGTV app is going to be released for both Android and iOS by tomorrow.

Filed in Cellphones. Read more about and . Source: instagram-press