Instagram Hits the Big One-Billion Mark—And Gives YouTube a Run for Its Money
Picture this: a buzzing tech event in San Francisco, the scent of espresso in the air, and a buzz in the room that could barely be contained. Kevin Systrom, Instagram’s CEO, just pulled the curtain back to reveal that the platform has exploded past one billion active users. And as if that wasn’t riveting enough, he dropped a new feature that screams, “We’re ready to compete with YouTube!” IGTV.
Why It Matters
- Instagram becomes the fourth Facebook-owned service to hit the billion-user milestone—think Facebook, WhatsApp, Messenger, and now Instagram.
- While Facebook’s youth base takes a dip, Instagram’s younger crowd is booming.
- Facebook is already pushing videos deeper, and Instagram joins the fray to carve out its own slice of the streaming pie.
Meet IGTV: The “Long‑Form” Space for Your Phone
It’s not just another TikTok clock‑race hack. IGTV is a full‑breathing, vertical‑screen, no‑distraction ride.
- Max video length: 10 minutes, with pro‑accounts flying up to an hour.
- “Full‑screen vertically,” Systrom says—no more awkward horizontal scrolling.
- Upload from the app or the web, start your own channel, and you’re officially a creator.
Think of it like YouTube’s “channels,” but Instagram handles it in a way that feels native to your thumbs.
Grew, Grows, and Keeps Going!
From 800 million users in September of last year to this moment, Instagram’s growth trend is unmistakable. If the last decade has taught us anything, it’s that younger folks keep having fresh ways to connect—Twitter with its short bursts, Snapchat with AR, and now Instagram with its evolving video.
Smartphone‑Centric, Because That’s Where the Magic Happens
IGTV is made for your phone, not a fancy desktop. That means:
- Videos play full‑screen from the moment you open them.
- Vertical orientation—a natural fit for scrolling on iPhones and Androids.
- Less clutter, no ads popping up mid‑viewing—just pure content.
Stats that’ll Make You Wow!
According to eMarketer, 181.7 million Americans will watch phone video at least once a month this year—an uptick of 6.1% from last year. That’s a giant jump towards online platforms, especially with giants like Netflix and Hulu dominating the television space.
Why Instagram Is a Cash‑Cow for Facebook
Facebook acquired Instagram in 2012 for roughly $1 billion (about S$1.36 billion). Since then, Instagram has been a powerhouse in users and advertising revenue. eMarketer predicts Instagram will rake in about $5.48 billion in net ad revenue this year—up 70.4% from last year—accounting for a significant chunk of Facebook’s mobile ad dollars.
Meanwhile, Facebook is upping its own video game with interactive shows, game‑shows, quizzes, and polls. So both companies are making waves in the same ocean.
A Final Thought from Systrom
“We’ve watched this community grow and flourish since 2010,” Systrom mused. “Now, with IGTV, we’re letting anyone become a creator—because you can be a star in the corner of your smartphone.”
So, the next time you’re scrolling, pause and think: maybe you’re about to create a viral 10‑minute masterpiece on IGTV—while keeping the world perched on your fingers.
