June 21 (UPI) -- Instagram has launched a long-form video service to compete with YouTube.
Co-founder and CEO Kevin Systrom unveiled IGTV at a San Francisco event Wednesday.
"With your help, IGTV begins a new chapter of video on Instagram," Systrom said. "We hope it brings you closer to the people and things you love."
The new application will extend the previous limit on video uploads from one minute to one hour, Instagram project manager Ashley Yuki said.
IGTV will house the new long-form, vertical videos from content creators and the public, which are accessible from a button on the home screen of the Instagram app, along with the new standalone app.
"Everything is made for how you naturally hold your phone," Yuki said. "Videos play full screen and there's no wasted space."
The app will feature Instagram videos from popular uploaders like Laura Riihimaki and comic Andrew Bachelor, known as King Bach, the company said.
The app also allows users to swipe up to switch between "For You," "Following," "Popular" and "Continue Watching," and like, comment and send videos to friends.