Back to Why Instagram Changed Its Mind on Long Form Video.
Where Is YouTube's Growth Coming From?
Adam Mosseri says YouTube's time spent on devices in the US is flat, as best he can tell, and all of YouTube's growth is coming on television. Cultural relevance matters more than time spent. Instagram wants to be the most culturally relevant platform, which means showing up where people are, and doing it in its own way.
A podcast is the cleanest example of what belongs on that screen, but other formats count too, and the shift is very much about television. Getting there is a journey. The North Star is to be the most preferred platform, people's favorite app.
Instagram's aim is cultural relevance. In the US, YouTube's growth is on television, so Instagram wants to show up on the same screen and become people's favorite app.
