Instagram is discontinuing IGTV. The Meta-owned social networking platform said that it will stop supporting its standalone long-form video app and remove it from app stores by the middle of the month. Instead of longer IGTV videos, Instagram’s video efforts will instead concentrate on Reels, short-form clips designed to compete with TikTok.
Instagram restated its commitment to Reels, its short-form video TikTok competitor, as part of today’s announcements. According to the company, Reels continue to be the most important contributor to app engagement increase, and it intends to continue investing in the feature.
“Video is a huge part of why people enjoy Instagram, and we love how our creator community uses it to express themselves, collaborate with others, and connect with their followers,” the company said in the blog post. “Reels continues to be a growing and important part of Instagram and we are excited to invest even more in this format.”
Their decision to discontinue IGTV’s standalone app came at a time when the service was already losing steam as a standalone product. Due to a lack of popularity, Instagram removed the orange IGTV button from its home page in early 2020. The decision came at a time when only about 7 million of Instagram’s one billion-plus users had downloaded the standalone IGTV app, according to Sensor Tower analysis.