Meta which owns Instagram is bidding farewell to the IGTV standalone app which the platform launched in 2018. The standalone app will completely shut down for everyone in March 2022 and will no longer be available to download for both iOS and Android users.
Instagram IGTV App:
The news comes from the recent blog post on the Instagram official website. The blog post states that this decision was made to make the consumption of video content more accessible for all users. Meta now plans to make video content available for all users through its main Instagram app.
The blog states, “We believe this makes it easier for people to have all these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app over the coming months “.
The platform is merging it’s feed videos and IGTV into Instagram Video as it will make video consumption easier and more accessible. Meta now plans to focus more on the Video content on the main Instagram app due to the rising popularity of video content especially TikTok style short video content. Instagram video section where the users can now watch reels videos and IGTV videos at the same place in the main app.
Back in 2018, Instagram launched IGTV where users can post up to one hour of video content. This step is taken to directly compete with Google’s owned YouTube and create a video platform where creators can earn by creating video content just like YouTube. However, unlike YouTube, it offers vertical-style video content but it didn’t get much of the user’s attention from the start. So, it makes sense to shut down IGTV standalone app as now more Instagram users are consuming video content on the main app.
The platform also plans to add more ways for creators to earn by enabling more monetization options. These monetization options are in addition to the already announced subscription service for creators. The company also announced that there won’t be any In-stream video ads that were present in IGTV videos.
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