Instagram expands 90-minute Features to U.S. creators; Nigerian podcasts expand into live events
Both developments show creators extending beyond short-form discovery and streaming into longer episodes, live events and host-led communities. The key tension is monetization: Instagram has not announced an advertising revenue share, while Nigerian shows are finding ticketed-event opportunities even as sponsorship support remains uneven.
Instagram is expanding its long-form Features video format from Brazil to select U.S. creators, with plans to reach tens of thousands. The format supports horizontal videos of up to 90 minutes—including podcasts, interviews, comedy sets, masterclasses and shows—and places them in the main feed and Explore. Creators can pair a full Feature with up to eight Reels that direct viewers to the longer episode within Instagram.
The move gives podcast and interview creators a native route from short-form discovery to full episodes without sending audiences to another platform. But Instagram has not announced a YouTube-style advertising revenue share; existing brand deals remain possible, while some creators are receiving direct funding. The limited rollout and unsettled monetization mean creators will need to test whether the extra production demands generate enough reach or financial support.
Nigeria’s podcast market is increasingly extending beyond streaming. Technext24’s 2026 roundup of 10 Nigerian podcasts and digital talk shows highlights formats built around comedy, celebrity interviews, personal stories and contentious social discussions, while documenting commercial paths that include sponsorships, ticketed events and host-led communities.
The examples show how established programs are turning online audiences into live businesses: I Said What I Said has expanded to events in several cities, while Tea With Tay’s account of producing two seasons without sponsorship before selling out a live show illustrates both the opportunity and the gap between audience traction and advertiser support. The broader shift matters because recognisable hosts and consistent publishing may now provide a foundation for multi-city events—but newer shows may still need to demonstrate audience value before commercial partners commit.