Instagram just got, even more, video friendly as the company has launched a new app called IGTV that will feature full-screen, hour-long videos created by some of your favorite publishers and celebrities.

You can access IGTV two ways. There’s a button in the top right part of the Instagram app, next to the DM paper airplane, or you can download the app separately. Once you’re viewing it (in either form) you’ll be able to watch videos that are up to an hour. You can upload your own videos there, too. There are four different categories for the videos: For You, Following, Popular, and Continue Watching.

IGTV starts playing as soon as you open it, so you don’t even have to search to find content. It’s already there for you.

Instagram CEO Kevin Systrom said at the event. Instagram’s IGTV will rival YouTube and also Snapchat’s Discover. The move aims to attract the youth worldwide, who are drifting away from TV and exploring more content on their smartphones.