Welcome to Created, the newsletter that's more fun than your roommate's White Elephant party. Here's what we got today:

Why Instagram is coming to your TV

How Markiplier turned a YouTube project into a theatrical release

The Oscars are moving to YouTube

Unpacking Instagram for TV (Insider’s Take)

Sit back, relax, and watch…Instagram?

Meta just launched Instagram for TV — a new app that puts Reels on your big screen, starting with a test on Amazon Fire TV.

But there’s more to the story. Here’s my take on it as an ex-Instagram employee.

Elephant In The Room

Let’s call it what it is: Instagram is going after YouTube’s lunch.

After all, YouTube has the largest share of TV viewing in the U.S. ahead of Netflix.

On our YouTube channel, as an example, over 50% of our audience now watch from their TVs.

It’s no surprise Instagram wants a piece of the big screen after dominating our phone screens for so long.

Vertical Videos on…Horizontal Screens

For this launch, Instagram will show Reels on your TV.

They’ll group them in channels (sports, music, travel, trending) so it’s easier to browse.

Yes, that means you have to watch vertical videos with black bars on the side instead of horizontal videos like on Netflix.

But that won't last.

So the big question: how will Instagram get more horizontal content from their creators who are mostly vertical-first?

The Rebirth of IGTV?

I worked at Instagram when we launched Reels and IGTV, which was our bold move to get into long-form video.

We tried everything:

We paid creators to cover production costs of longer videos.
We piloted an ads program like YouTube's.
We launched support for horizontal videos.

But in 2021, IGTV shut down. In many ways, it was ahead of its time.

Now, with the rise of TV viewership of creator content, it's a different game.

2026 Prediction

I predict Instagram will once again try to fund creators and pilot a revenue share program like they did for IGTV.

Because if they don't put a lot more money behind creator content, it’ll be hard to get the same quality of long-form videos they post on YouTube.

I mean, can you imagine sitting on your couch and watching hours of 45 second Reels with black bars on the side?

Neither can I.

The key to long watch time on TVs is the opposite of Instagram's DNA: it's long-form and horizontal.

That will take big money and big moves to transition. And this week's launch is just the beginning.

Markiplier Is Coming To A Theater Near You

Markiplier’s first movie, Iron Lung, just landed a wide theatrical release with AMC, Cinemark, and Regal.

After a limited run in December, demand was so high that major chains stepped in. The film now hits theaters nationwide in January 2026.

Why This Is A Big Deal

Iron Lung isn’t a studio project. Markiplier wrote, directed, produced, and starred in the film.

For months, he struggled to get a traditional theatrical deal. So he went indie first. Smaller theaters took a chance. Fans showed up. Demand followed.

Days later, the biggest theater chains in the U.S. stepped in, scheduling a nationwide release in January.

In an emotional video, Markiplier admitted he wasn’t sure this moment would ever come, after three years of building the project with little more than “his reputation and his word.”

This Isn’t A One-Off

Weeks earlier, Creator Camp and American Baron's Two Sleepy People followed a similar path.

After a limited run this year, the film is heading toward a larger U.S. theatrical release on January 24, with international screenings determined by fan voting.

Different genres. Same playbook.

Our Take

Creator films aren’t “trying to break into Hollywood” anymore.

They’re proving demand first, then letting theaters catch up.

Iron Lung and Two Sleepy People shows what happens when creators treat distribution like YouTube: start small, build momentum, and scale once the audience shows up.

YouTube Is Taking Over the Oscars

YouTube just won the exclusive streaming rights to the Academy Awards.

Not behind a paywall. Not limited by country. But free and worldwide.

Why This Matters

For decades, the Oscars were locked to U.S. television schedules and regional broadcast deals.

Now, they’re moving to the platform with the largest global video audience in the world.

The agreement includes the ceremony, red carpet and BTS coverage, Governors Ball access, nominations announcements, and more.

YouTube CEO Neal Mohan says the goal is simple: reach a new generation without breaking what makes the Oscars the Oscars.

Our Take

Once the Oscars lives on YouTube, creator involvement feels inevitable: think creator red carpet hosts, backstage access, and creator-led companion streams.

Remember when YouTube aired the NFL's first game this season?

MrBeast uploaded a promo video with NFL Commissioner Roger Goodell, Deestorying was a sideline correspondent. MKBHD broke down NFL tech.

Expect the same to happen with The Oscars.

🎯 Weekly Roundup: YouTube Thumbnails

Why we love these YouTube thumbnails:

Bold statement plus overload of UI and disappointed face creates instant tension (Daniel Pink)
Tiny sailboat labeled “ME” next to a massive ship creates instant danger and scale contrast (Max Fosh)
Cyclists towing a plane instantly triggers “that can’t be real” (Red Bull Bike)
Idea of a paper sword breaks expectations so hard it demands an explanation (Mike Shake)

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- Jon

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