In a 20 day event, Instagram announced the new service, the company's chief executive, Kevin Systrom, said it was time for the video to move forward. Systrom said that the purpose of making the service independent is to enable users to enjoy video content without interference.

IGTV allows any user to upload their own video content, which is now on the iOs and Android platforms. At present, IGTV will not contain any advertisements, but Systrom says it may eventually increase advertising.

Although the industry generally believes that IGTV is Youtube, but according to the long video content that Instagram advertises on the day of activity, IGTV's product positioning is young and life oriented. Compared with Youtube, the user group and content are more subdivided.

Instagram now has more than 1 billion months of live users, which was bought by Facebook at a price of $1 billion in 2012. EMarketer, a market research firm, estimates that Instagram's advertising revenue in the United States reached $5 billion 480 million in 2018.