In a recent video (shared via The Verge), Instagram head Adam Mosseri explained the platform’s approach to video quality, clarifying that Instagram aims to provide “the highest-quality video” possible but will downgrade video quality if it’s not watched extensively. Since most views happen early, Instagram may switch to lower quality for less popular content. While this isn’t new—Meta previously outlined varying video encodings based on popularity—Mosseri’s statements sparked a discussion on Threads, where users questioned and criticized the approach. One user even called it “truly insane.”
Addressing these concerns, Mosseri elaborated that quality adjustments occur on an “aggregate level,” not for individual viewers, meaning no single user’s engagement will impact video quality. He noted that the system favors higher-quality encodings (which require more processing power and storage) for creators whose videos attract more views. Rather than a strict threshold, this functions as a sliding scale, gradually favoring popular content.
Many users expressed concern that this model benefits already popular creators, giving them better quality, which can reinforce their influence, potentially at the expense of smaller creators. Mosseri acknowledged this as a “valid concern” but argued it has minimal effect in practice; video interaction depends more on content than quality. He emphasized that quality matters more to creators than to viewers, who prioritize engaging content over technical quality.
