Major streaming services and social media platforms are aggressively expanding into long-form video and video podcasts to capture audience screen time on living room televisions. YouTube reached a record 15.8% share of total U.S. TV viewing time in August, according to Nielsen data published on October 22. In response, Netflix, Disney, and Instagram are reshaping their content strategies, moving beyond short clips to secure creator fandoms and recurring viewing habits across multiple screens.
Instagram Features Launch 90-Minute Horizontal Videos on Apple TV
Instagram rolled out a new long-form video format called Features on October 26, testing horizontal videos up to 90 minutes long with a select group of creators in the United States and Brazil. Instagram Head Adam Mosseri and VP of Product Tessa Lyons announced the rollout via video, aiming the format at podcasts, comedy, and episodic series. The platform also released an app for Apple TV, following previous expansions to Amazon Fire TV, Samsung, and Google TV. Unlike YouTube’s established monetization model, Instagram is currently funding initial creators directly rather than sharing ad revenue, according to Variety.
Netflix and Disney Target Fandoms With Video Podcast Distribution Deals
Traditional streaming services are securing distribution rights for popular video podcasts to keep users returning between major prestige releases. Netflix hired Steve Wilson as its podcast business lead in late October to bolster its audio and video strategy. Meanwhile, Disney and Hulu announced a partnership with iHeartMedia on August 10 to distribute six video podcasts, including programs hosted by the Jonas Brothers and the cast of Boy Meets World, while allowing iHeartMedia to retain content ownership.
Nielsen Data Shows Streaming Gains While Traditional Television Declines
Streaming platforms captured 49.6% of total U.S. television usage in August. Broadcast television fell to 17.5% of viewership following the conclusion of major sports events, while cable held steady at 18.9%. YouTube’s dominance on television screens widened its gap with Netflix, as Nielsen reported YouTube’s share climbed from 12.7% in January to 15.8% in August, while Netflix’s share slipped from 9.0% to 7.7% over the same period.
| Platform | Primary Strategy | Key Content Partner | Timeline |
|---|---|---|---|
| YouTube | Dominant TV Screen Watch Time | Independent Creators | Ongoing |
| Netflix | Video Podcast Distribution | – | – |
| Disney+ / Hulu | Video Podcast Licensing | iHeartMedia | August– |
| Tubi | Non-Exclusive AVOD Distribution | SiriusXM | June– |
| 90-Minute Horizontal Video ‘Features’ | U.S. and Brazilian Creators | October– |
Frequently Asked Questions About the Streaming and Creator Shift
How do Instagram’s long-form Features compare to YouTube’s monetization model?
YouTube offers creators a 55% share of ad revenue through its Partner Program. Instagram is currently testing its Features format by providing direct production funding to participating creators rather than offering a permanent ad revenue-sharing structure.
Do content deals like Disney’s with iHeartMedia transfer program ownership?
No, Disney and Hulu secured non-exclusive distribution rights for podcasts such as Pod Meets World, meaning iHeartMedia retains content ownership, according to PPCland.
Why are streaming services focusing on video podcasts for living room TV screens?
Video podcasts create recurring weekly viewing habits that keep subscribers engaged between major scripted releases. YouTube reported that its podcast viewing hours on television screens surged 75% from 400 million hours in October 2024 to 700 million hours in October 2025.
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