Meta‘s Instagram is trying to make itself a better place for watching and sharing longer-form entertainment content from digital creators, including testing out video lengths of up to 90 minutes and letting users watch Reels and more on Apple TV.

The moves are meant to position Instagram as a bigger potential competitor to YouTube. But for now, Instagram is still not planning a revenue-sharing program akin to YouTube’s that would compensate creators for sharing their work on the platform. An Instagram rep said the platform is providing funding for longer-form content “directly with some creators right now to support them,” but that “it’s too early to share a long-term monetization model.”

Instagram announced the tests and expansion of the new features in (of course) a video shared Monday on the platform.

“Instagram is all about connecting people over creativity. And creativity is so much more than just short-form video or posting carousels,” Instagram VP of product Tessa Lyons said in the video, alongside Instagram head Adam Mosseri. Lyons said Instagram wants to accommodate creators who are telling stories in different ways on the platform, such as in episodic series, and that it’s seeing some sharing clips from long-form videos to drive discovery of that content.

Mosseri noted, “I have been against doing long-form video on the platform for a long time.” One of his concerns historically has been “how do we make sure that we keep Instagram not just about entertainment, but also about connecting with friends.”

“If you watch a video [on Instagram] for 10 or 20 or 30 minutes, it’s a lot of Reels, photos and carousels that you might not have sent to a friend,” which means fewer likes and shares, he said. But now, Mosseri has been sold on the need for Instagram to “lean into” long-form videos, including on TVs.

The new Instagram Features (which it is testing in the U.S. with a small group of creators) allows longer horizontal videos to Instagram, in some cases up to 90 minutes long. Creators can also share clips as Reels to help people discover a long-form feature video. And soon, Instagram Lives will show up beyond just a creator’s followers, to be discovered by audiences in the Reels tab. Instagram also is planning to introduce a new feature that will let you use your phone as a remote control for playback of videos on TVs.

“Creators can build a fuller body of work on Instagram, while fans have more ways to discover and keep up with what they love,” an Instagram rep said.

As for whether Instagram will introduce an ad-revenue share in the future, the Instagram spokesperson said “we’re exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives. Over time, we think there will be compounding benefits for creators to tell new stories, reach new audiences, and find new partners, which should lead to many monetization opportunities.”

Here’s a rundown of Instagram’s new features: