Instagram is taking a leaf out of YouTube playbook.
Teens might be watching less TV but they're watching more creators online.
The photo and video sharing service is launching a new app called IGTV.
Users can watch longer videos from creators.
And they're vertical so you don't need to turn your phone to watch them.
If you want to upload your own IGTV videos you can do that also right from within the app.
Creators with large followings can upload videos up to an hour long and you can upload videos from your computer too just like YouTube.
So Instagram is really trying to make a play for these creator communities.
These that have really flourished on platforms like YouTube and Snapchat.
And so they're really trying to get more polished video on the platform.
Instagram's push for longer video mirrors what parent company Facebook has done on its own platform.
Facebook Watch launched in 2017 featuring TV style video content.
Rival app SnapChat also offers a similar discover hub for more produced content form publishers like MTV.
We still don't know if YouTube or Snapchat should be concerned.
One thing that YouTube still has on Snapchat is they've got advertising.
And Kevin Systrom, the CEO of Instagram said that from day one there won't be advertising yet.
But, obviously, Instagram is a big popular network.
The appetite for watching online video is only growing.
YouTube has 1.8 billion monthly users while Instagram is gaining ground with 1 billion.
In San Francisco Lexi Savvides, cnet.com for CBS News.