Instragram introduced IGTV’s standalone app four years ago. Instagram went all out to promote IGTV app after the popularity of vertical video with prompts and previews. By the year 2020, Instagram acknowledged that IGTV is not getting the required attraction. The company tried once again to rebarnd the app but it also did not worked out and now Instagram has announced that they will not support the app anymore.
Instagram is intending to simplify the video creation and discovery by merging everything at one place i.e. the main app. The company is now working on new ways to share the additional options for ad revenue with the addition of “new ad experience” rolling out in near future. Instagram has its main focus on Reels and they are planning to achieve the goal of becoming a one-stop social media and entertainment site.