The TV button has just disappeared from the Instagram application.

Who regularly watches movies on IGTV – hand up. No one? I thought so. The Instagram competitor for YouTube turned out to be a complete failure.
Instagram TV, or IGTV, was launched in June 2018 and is quite … ambitious concept, let’s put it this way.

Well, the Instagram owners came to the conclusion that the world needs more long videos recorded vertically and you need to give the world a place where he could watch these films.

So IGTV was created – a separate, though closely related to Intagram, application where creators can upload their films in the most phone-friendly format. To increase the visibility of the new site, Instagram placed a special button on the main page of the application so that users can look into IGTV directly from their Instagram table.
This button has just evaporated. Instagram has been successfully removing it from its application for several days, and if you still have it, you will probably not be there after the next update.

From the very beginning of the existence of IGTV, the creators could not simply take a movie prepared e.g. for YouTube and simply upload it to IGTV. After all, only vertical video could be uploaded there. So, to add some video to the Instagram platform, the creator had to either crop the video vertically (which usually did not make sense when the video was shot with a view to horizontal orientation) or record new video (which meant more work).
Despite Instagram’s best efforts to attract users to IGTV, the videos uploaded there did not reach the cosmic number of views. According to TechCrunch, even creators with over 10 million followers achieve at most a score of 0.5 million on the most-watched video. This is a very low conversion.

Instagram TV also does not allow monetization of films so far, so the creators do not earn anything from the mere number of plays.So let’s add: the need to spend extra money to record video vertically, poor viewership and lack of monetization, and we have a really solid reason why IGTV is dying before it got started.

Of the Youtubers I’m watching myself, most have long since given up uploading anything on IGTV. They tried, uploaded 3-4 videos at the beginning of the platform and returned to where people really watch them – i.e. on YouTube.

What is the future of IGTV? Probably none.

Judging by the fact that Instagram successively allows users to upload longer videos directly from the application, a dedicated platform may soon cease to be needed.
Since we do not need a dedicated IGTV application today either for watching or uploading movies on IGTV, why bother with it at all? The only scenario that makes sense in this arrangement is the closure of a separate website and integration of IGTV with Instagram.
It is also possible that Instagram is simply not a place where users search for extensive content. We like to quickly scroll the board, tap twice on the photo to like it and watch Stories of our favorite artists. Instagram accustomed us to quick interactions and to the fact that we do not need to spend a lot of time on it to appreciate its content