It appears that Instagram has heard all our cribbing about being unable to upload longer videos on the popular app. Chief Executive Kevin Systrom unveiled a new video application called IGTV while also announcing a major milestone – the app now has more than one billion active users.

New Delhi Television reports that this is the fourth Facebook platform to hit that mark, the others being WhatsApp, Messenger and Facebook itself. Instagram has been growing incredibly fast, moving past rivals Twitter and Snapchat and is especially popular among the younger crowd.

“We have now a community of one billion users. Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown,” Systrom announced at the event in San Francisco.

NDTV also reports that IGTV will support longer video formats and include “channels” like Youtube. “Anyone can be a creator – you can upload your own IGTV videos in the app or on the web to start your own channel,” Systrom added.

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

The app will be available on iOS and Android globally and also on the Instagram app over the Stories tab.