IGTV app, Instagram’s direct rival to TikTok, was shut down today as the company shifted its attention to Reels.
On the Instagram Creators website, the company stated that it will be discontinuing its standalone IGTV app and integrating all of that content into the regular Instagram application. In addition, IGTV advertising will no longer be supported as a result of the change.
This is why we’ve invested in a variety of monetization opportunities for artists throughout Meta to help them make a livelihood from their work. The more reels you make, the more money you’ll be able to make. We’ll be piloting a new ad experience on Instagram later this year that will let artists to earn money from advertising that appear on their reels.
In-Stream video commercials (formerly known as IGTV ads) will no longer be supported as a result of our emphasis on Reels. In-Stream video ad creators will get a monthly payment based on their most recent profits.
We have decided to discontinue support for our standalone IGTV app in order to simplify the discovery and creation of video. It is instead our goal to have all of our videos available on Instagram’s main app. A lot of these features and abilities are already in the main Instagram app, and we’re enthusiastic to keep improving the video experience in the main Instagram app for a long time to come.
When the firm made this announcement last year, they said that they will be merging Feed Video and IGTV into one product: Instagram Video.’ This was the beginning of the end for IGTV as a standalone app.
It was intended to compete with other video-sharing platforms like YouTube when Instagram first introduced IGTV as a standalone app. However, users could only post movies in the vertical orientation at the time, which was becoming more popular. However, when competing video apps like YouTube and TikTok gained popularity, the app failed to acquire momentum.
Because of this, Instagram is putting more of its resources into its TikTok rival, Reels, than it does into its own IGTV capabilities. Source