After downloading IGTV, when you log in to the app, it will automatically begin playing vertical videos from people you follow, along with personalized recommendations from elsewhere in Instagram.
Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos on the mobile phone. He noted that most video apps require you to search or browse through a directory but here you simply turn it on and start watching IGTV.
There will be no ads on IGTV to start, but there would be a revenue-sharing deal with partners eventually, but not to now. Creators can upload videos up to 10 minutes long to hour-long videos.
The ultimate goal of Instagram is to strike a direct hit at YouTube. But eventually we understand which platform is more enjoyable and acceptable among the creators.