In honor of reaching 1 billion users, Instagram announced a new TV feature that will serve as a direct competitor to YouTube.

The company announced the new service called IGTV in San Francisco on Wednesday and users will be able to upload video content up to one hour in length, according to TechCrunch.

IGTV has a standalone app for iOS and Android and is built into Instagram. It’s designed to highlight videos from celebrities, but also give a platform to everyday users so they can become creators.

“It’s time for video to move forward, and evolve,” said Instagram CEO Kevin Systrom at Wednesday’s event. “IGTV is for watching long-form videos from your favorite creators.”

Currently, there are no ways for creators to monetize their content since ads have not launched on the platform as of yet, but Systrom isn’t ruling it out for the future.

“There’s no ads in IGTV today…[but it’s] obviously a very reasonable place [for ads] to end up.”