Media companies will need to wait until 2021 for IGTV ad revenue

Instagram is finally turning on the ad revenue spigot for its long-form video platform IGTV. But media companies that have waited nearly two years to receive ad revenue from their IGTV videos will likely need to keep waiting until next year for that money to flow their way. Starting this week, Instagram will run video ads in IGTV videos and share 55% of the resulting revenue with the video’s creator. However, the monetization program is in a testing phase and is being limited to individual video creators for now. Facebook, which owns Instagram and manages the app’s relationships with media companies, has told media companies that it does not expect to open up the monetization program broadly to them until 2021, according to media executives. “IGTV ads will be testing for the remainder of 2020.

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