YouTuber "Elly Awesome," who has more than 285,000 subscribers on the site, said that not being able to make money on IGTV isn't a deal-breaker. She said earning cash can easily be done through product placements on videos, including paid reviews. Elly added that, given the quick nature of vertical videos, she's excited about the prospect of IGTV helping her engage viewers in a much easier way than on YouTube. "I definitely think it could do what Vine did and be a great platform to grow new social media starts," she said.
"But we are committed to make sure that creators can make a living here [on IGTV], because for a lot of them, this is a full-time job."
Still, Yuki added that since the ad-based revenue model is an industry standard, it would make sense for Instagram to adopt it down the road. Not only because it would benefit the company itself, naturally, but also the community as a whole. "It's a reasonable place to end up. We'll see what makes sense," said Yuki. "But we are committed to make sure that creators can make a living here, because for a lot of them, this is a full-time job."
An undeniable benefit of IGTV is that it will have a billion users on day one, since everyone who has an Instagram account can start uploading and watching videos right away. Yes, there's a stand-alone app, but you can get all the same features by clicking a new IGTV icon on Instagram. Systrom told Engadget that, based on how people use Instagram today (for a couple of minutes at a time), giving them access to longer-form video needed "different context." That's why, he said, Instagram decided to let people choose how they want to interact with IGTV, instead of forcing them to use a separate app.
And that's the thing about IGTV: It may not have a way to pay creators right now, but because of how successful Instagram already is, the potential is enough to get them excited. The money is going to follow, eventually. (Or at least every wannabe IGTV star hopes it will.)
That's probably not enough to scare YouTube, though. At least not right now.