Content creators can now go live for up to four hours on Instagram Live, among other updates the social media giant has rolled out as it adapts to the way the platform is being used in times of the coronavirus pandemic.
Instagram Live creators originally only have a 60-minute uninterrupted time limit on the platform. With the recent updates, anyone can now live stream for up to four hours as well as archive their Live videos for 30 days before they’re deleted. Meanwhile, a “Live Now” section has also made its way to the IGTV app and on Explore—allowing users to discover more Live videos.
However, Instagram notes that only creators with “good standing” accounts can take advantage of the new Live features. This means the user’s accounts should not have a history of policy or intellectual property violations.
Change is Live on Instagram
The goal, according to the company, is to help users who have had to pivot to virtual events amid the ongoing global lockdown brought about by COVID-19. Due to limits on hosting in-person events like concerts, classes, and meetups, among other things, individuals and businesses have turned to live streaming technology to stay in touch with their markets.
In India, live streaming platforms have become the place for gatherings as sports fans watch IPL matches, students and professionals give and receive virtual lectures, families keep track of the latest government and school announcements regarding the pandemic, or for gamers to socialize with other players and find new ways to earn money—and share them, such as in the case of YouTuber Conscious Gambling, who has turned to live stream technology to teach interested gamers how to play responsibly, while also sharing his winnings with his viewers.
Live streaming is also giving a new breath of life to traditional gaming. The technology is enabling Indian gambling sites—from Andar Bahar to Teen Patti and Rummy, among other online casino games—provide a new form of entertainment via interactive and social games.
Future of live streaming in India
There’s been many crossovers between live streaming and online casinos in India, given that many players are becoming more active on popular online streaming platforms. And that’s not surprising, according to regulators.
In 2019, the Telecom Regulatory Authority of India (TRAI) noted that as many as 80% of people in the country are expected to switch to online streaming platforms. Consulting firm EY attributed the country’s rise as “digital India” to the “increased availability of competitively priced 4G services.”
“India has the world’s second highest number of internet users after China, with around 570 million internet subscribers, growing at a rate of 13% annually. The impressive scale of the market and a liberal foreign investment environment are attributes that appeal to global streaming platforms looking to capitalize on the country’s fast-growing digital consumption.”
The firm added, “The increased availability of competitively priced 4G services enables companies to reach a broader set of Indian consumers in diverse regional markets and smaller towns. Localization and differentiated content are crucial to engaging the attention of these audiences.
