Instagram TV is Here (IGTV)

Instagram announced IGTV, a standalone app for watching long-form vertical video that will also have a tab inside the main Instagram app and will automatically begin playing vertical videos from people you follow, along with personalized recommendations.

What's unique about the IGTV app is that it will simply start playing video the moment you open it making it look more like television. Which points to its ad possibilities. 

Videos can be up to 10 minutes long to start, with larger accounts able to post hourlong videos, but over the long term, the company expects to let all users post videos of unlimited length

Of note, Facebook, is attempting a similar initiative with its new game show features and recent funding into news programming for Watch.