Instagram is changing how it handles video playback quality. Adam Mosseri, the head of Instagram and Threads, announced that videos with higher popularity will be shown in high quality, while videos with fewer views will play at a lower quality.
How the New System Works
Mosseri explained that Instagram aims to display videos in the highest quality available. However, if a video does not attract enough views shortly after publication, its playback quality may decrease. The platform typically assesses engagement in the initial hours after posting. If the algorithm determines the video isn’t generating interest, it may switch to less resource-intensive encoding, according to TechCrunch.
This approach isn’t entirely new. Meta had previously revealed that it uses varying CPU encoding settings depending on content popularity. The topic sparked debate when a user shared Mosseri’s video on Threads, where he discussed this policy. Some users criticized the method, calling it “madness.”
Users Raise Concerns, but Instagram Promises Fairness
Mosseri emphasized that quality reductions are applied broadly and not based on individual users’ viewing habits. “We prioritize higher-quality encoding for creators whose videos get more views,” Mosseri said, clarifying that the policy is flexible, not rigid.
Some users worry that this system could widen the gap between well-known creators and newcomers, notes NIXSOLUTIONS. Videos from popular accounts get the best quality, potentially boosting their growth, while smaller creators might struggle to gain visibility. However, Mosseri assured that the difference in quality is minimal and that a video’s success depends more on its content than on technical aspects.
We’ll keep you updated on how this policy evolves and any further user feedback.