Instagram saves the best video quality for the most popular content

An image showing Instagram’s logo on a purple background Image: Kristen Radtke / The Verge

Instagram lowers the quality of videos that aren’t getting lots of views on the platform. That’s according to an AMA from Instagram head Adam Mosseri that a Threads user reposted, in which he was explaining why some videos might look blurry.

In the video, Mosseri explains Instagram’s approach, quoted in part below.

In general, we want to show the highest-quality video we can ... But if something isn’t watched for a long time — because the vast majority of views are in the beginning — we will move to a lower quality video. An...

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