Facebook Inc-owned social network Instagram said on Wednesday it was adding a section dedicated to long-form video, expanding beyond its photo-sharing app roots in a competition among streaming services for consumers' time.
Instagram Chief Executive Kevin Systrom said at an event in San Francisco that the section would be called IGTV and feature videos from rising internet celebrities and artists.
Instagram recently surpassed 1 billion monthly active users, Systrom told reporters, staff and video creators gathered at a warehouse used to announce the video expansion.
Instagram, which Facebook bought in 2012 for $1 billion, has grown an app originally made for sharing photos into a service that people also use to send messages and post short videos. It has slowly added various kinds of advertising.
Adopting the features of other mobile apps has helped drive Instagram's growth. In 2016, it added the ability to post slideshows that disappear in 24 hours, a copy of Snapchat's popular "stories" feature.
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