Instagram is constantly proving its domination over the Internet, and it certainly won’t settle for any less. Once again, the public was surprised by how Instagram played its newest card, by creating an actual TV on its social network.

IGTV (Instagram TV) is the latest feature on social media that raised a lot of different views and opinions. This new ‘attack’ is served in a form of a standalone app as a new section inside the Instagram application. IGTV can be used not only by official profiles, but basically by anyone who wants to create a video. It gives its users the chance to engage with their current follower base on Instagram. So, what does this app offer? It lets users create long-form vertical videos that last up to 60 minutes.

Many people are now wondering if Instagram started a planned, direct, competitive war towards Youtube. Regardless of that, these are great news for Instagrammers that have an existing fan base as it gives them the freedom of posting their video content without the need to move to Youtube and make an extra effort to create a new fan base there, since in allows them to upload videos directly to Instagram.

For now, Instagram doesn’t offer the option to monetize IGTV—through in-video ads, or through payment of content creators. However, it is exploring ways to make IGTV maintainable by giving creators a way to monetize their content, and ad revenue shares could be in the list of possibilities.