17 February 2020
Instagram has officially removed the IGTV button from the main app as it did not get the attention the company was hoping for. The icon used to be present on the top right corner of the Home feed and just next to the DM icon. It was meant to provide a quick way of accessing IGTV videos but as things have turned, not many users have bothered to use it.
The absence of the icon was first noticed by TechCrunch which prompted to contact Instagram. The good thing is that they have received a long official statement from the company confirming as well as explaining the decision. Instagram has said that users are finding IGTV videos through other means like in video previews in the feed, Explore section, user profiles, and even using the stand-alone app.
Here is the complete Instagram statement:
"As we’ve continued to work on making it easier for people to create and discover IGTV content, we’ve learned that most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app. Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app… We always aim to keep Instagram as simple as possible, so we’re removing this icon based on these learnings and feedback from our community."
It is worth mentioning that even though there are users that use stand-alone IGTV app, it is not a significant count. It has been 18 months since IGTV's release and only 1.1 million users (U.S.) have installed the app. This is negligible in comparison to 80.5 million installs received by TikTok in the same time period.
It goes without saying that IGTV has failed to take off the way Instagram would have expected it. The removal of the dedicated app icon is evidence of the same but Instagram is surely committed to the feature for now.