Instagram is piloting picture-in-picture playback for Reels, letting videos float in a small window while users multitask across their phones. The experiment, first spotted by app researcher Radu Oncescu, appears for a subset of users via an in-app prompt that explains how to enable PiP and dismiss or resume the mini player.
The move aims squarely at retention. By keeping a Reel visible as people answer messages, scan notifications, or browse other apps, Instagram reduces the friction that usually ends a viewing session midstream. For creators, that extra persistence could mean higher average watch time and fewer drop-offs on longer clips.
Why PiP matters for short‑form video
Picture-in-picture is a proven engagement tool across mobile video. On Android (since Oreo) and iOS (since iOS 14), system-level PiP allows a video to keep playing in a resizable window as users navigate elsewhere. When apps implement it well, completion rates on longer videos tend to rise because viewers don’t have to choose between finishing a clip and replying to a notification.
The timing aligns with broader attention trends. According to Data.ai’s State of Mobile report, the average person now spends roughly five hours per day in mobile apps. Within that competition for time, short-form video is a top sink, but the biggest risk is interruption. A PiP option gives Instagram a way to catch “almost lost” sessions — the moments when a user would otherwise abandon a Reel to check a message — and convert them into continued viewing.
It also dovetails with Instagram’s emphasis on Reels performance. Meta has said Reels drives meaningful growth in time spent and is running at a multibillion-dollar annual revenue pace, while reporting hundreds of billions of plays per day across its platforms. Keeping those plays active during multitasking is a logical next step.
Catch-up with YouTube and TikTok
YouTube and TikTok have offered forms of mobile PiP for some time, though with platform quirks — historically, YouTube restricted full PiP on iOS to Premium subscribers, while Android support has been broader. TikTok’s implementation has varied by region and OS, but the concept is familiar: keep the video alive while the user flits between tasks.
Instagram adopting PiP levels the playing field on a feature that directly influences session length. Expect the experience to mirror OS conventions: a draggable mini window with play/pause, swipe-to-dismiss, and the ability to return to full screen. Even small UX details matter here — for instance, whether captions or on-screen subtitles remain legible at smaller sizes can determine if viewers stick with commentary-heavy content.
Signals from Instagram leadership
Instagram head Adam Mosseri has previously indicated the team was exploring PiP after user requests, suggesting the company would “figure something out.” The test now surfacing suggests that exploration has moved into live trials, consistent with Instagram’s iterative rollout style for video features.
It also fits Instagram’s broader consolidation of video. After sunsetting IGTV and bringing most formats under a single Reels ecosystem, PiP adds continuity rather than yet another destination. For viewers, that continuity translates to fewer context switches; for Instagram, it translates to more minutes retained inside its app even as users do other things.
What creators and advertisers should watch
Creators making tutorials, explainers, commentary, or multi-part narratives stand to benefit most. If PiP rolls out widely, track changes in average watch time, completion rate for clips over 60 seconds, and view-through during multitasking moments (for example, when viewers open DMs mid-Reel). PiP-friendly formatting — clear audio, readable subtitles, and visuals that remain decipherable in a small window — will matter more.
For advertisers, PiP introduces both potential and complexity. Persistent playback can lift effective reach, but measurement must account for window size and foreground/background status. While there’s no indication Instagram is inserting ads into PiP yet, brands should anticipate policies similar to other platforms where eligibility, viewability, and audibility thresholds govern what counts as a view.
Availability and what’s next
Instagram says the feature is in a limited test with a small group of users, and there’s no assurance of a full rollout. Early feedback, technical performance, and OS-level nuances between Android and iOS will likely shape the path forward. Historically, Instagram has widened access once engagement lifts are clear and UX issues are ironed out.
If you’re in the test, you’ll see a pop-up explaining how to enable PiP and manage the mini player. Expect standard controls to move or dismiss the window. For everyone else, this is a telling signal: Instagram is prioritizing ways to keep Reels playing through interruptions — a small UI change that could have an outsized impact on how long people watch.
