Instagram will be shutting down their dedicated IGTV app, the company announced on Monday, adding that it will focus more on Reels. The company said that as the support for its dedicated video sharing platform comes to an end, IGTV videos and other video-based content will continue to remain available in the main Instagram app.
Meanwhile, Instagram is working on a new “ad experience” which will allow content creators on the service to earn ad revenue from Reels. The development comes just two months after Instagram said that it would “double down” on video content in 2022.
In a blog post announcing the decision, Instagram said that it will be shutting down the dedicated IGTV app, in order to “simplify how people create and enjoy videos on Instagram and make Reels a more central part of the experience.” It is pertinent to mention that Instagram had introduced a separate app for IGTV in 2018, which was intended to host longer vertical-format videos. However, Instagram merged its Feed Video and IGTV into Instagram Video in 2022.
The company says it will continue to invest in Reels and focus more on the feature in the future. The company said that in-stream video ads (previously known as IGTV ads) have also been discontinued. However, Instagram said that content creators who were actively monetizing their videos with the help of in-stream video ads will receive a temporary monthly payment, which will be based on their average recent earnings. The company is working on a new ad experience on Instagram to monetize content from Reels and it will enter testing later this year.
“We believe that this makes it easier for people to have all of 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.” said Instagram.