Instagram Pursues 90-Minute Videos Yet Omits Ad Revenue Sharing
Yahoo Finance ·
Meta-owned platform Instagram is reportedly setting its sights on supporting videos up to 90 minutes long, aiming to expand its media footprint. Nevertheless, the company has currently chosen not to distribute advertising revenue with content creators. As rival platforms aggressively court talent through lucrative monetization programs, industry observers are closely watching whether Instagram's decision to withhold ad earnings will hinder its ambitions to attract long-form creators.
AI 시장 분석
Instagram is encouraging creators to upload videos up to 90 minutes long while maintaining its policy of not sharing ad revenue. This move aims to increase user dwell time and maximize ad sales, but risks causing creator churn. From an investor's perspective, it acts as a double-edged sword: a short-term profitability driver while potentially undermining the long-term health of the content ecosystem.
상승 영향
- Big Tech — Instagram's introduction of long-form video maximizes platform dwell time and expands ad inventory, directly contributing to Meta's ad revenue growth and profitability improvement.
하락 영향
- Media — The policy of not sharing ad revenue with creators may trigger the departure of core producers, leading to long-term content quality degradation and weakened platform competitiveness.
DYAX 전담 분석
Instagram's push for 90-minute videos without ad revenue sharing is expected to concentrate internal traffic and expand ad inventory. This is analyzed to lead to Meta's short-term ad revenue growth, positively impacting financial performance.
The bullish scenario is that creators remain due to the platform's overwhelming traffic dominance, while the bearish scenario is that key creators migrate to competing platforms like YouTube or TikTok due to dissatisfaction with revenue sharing. Future attention must be paid to creator retention rates and watch times.
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