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Instagram made a decision to build a standalone property, because longer videos are not something people typically want on the main app, where videos are limited to 60 seconds.

One-handed use of a smartphone is an important aspect, it's one of the reasons manufacturers are whittling down bezels - so they can offer more screen real estate in a device that's still easy to hold in one hand. IGTV content will also be available in the Instagram app. IGTV videos will be able to go beyond the 60-second limit placed on videos uploaded on Instagram today. The app also shows videos tailor-made for your preferences and allows switching between "For You", "Following", "Popular", and "Continue Watching" sections. Once you're there, you can like the video, comment on it, and share it via DM. In a kind of TV and YouTube hybrid, the app will be organized by channels, which will just lead you to each creator's page.

IGTV will be rolling out globally over the next few weeks on Android and iOS.

It means Instagram joins a prestigious club of apps and services that have one billion users, that includes Facebook, WhatsApp, Google Chrome, and YouTube.

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To start, there will be a cap on the videos: 10 minutes for most users, and an hour for certain accounts with more followers. The new service will be available soon from a button in the top right-hand corner of the Instagram app's main screen too.

The app, revealed at an event today by Instagram CEO Kevin Systrom, hosts videos up to one hour in length.

Overall, I like what I've seen in the short time I've been using IGTV. According to market-research firm eMarketer, video makes up 17% of all U.S. digital ad spending, and an increasing number of people are watching video on their phones. This move could significantly increase that amount, making Instagram a destination for watching videos as much as checking up on friends' latest adventures. Also, unlike on Instagram, videos aren't limited to one minute.

Instagram has announced a new TV service that appears created to lure young viewers away from YouTube and back in the clutches of Mark Zuckerberg. What are your thoughts on the new video-sharing app, IGTV?