Instagram ends support for standalone IGTV app

The Instagram TV app, formerly known as IGTV, is expected to be shut down by March as Instagram shifts its focus on Reels. Along with this is the end of support for In-stream ads, wherein creators will receive a temporary payment once the said service is closed. Monetization, meanwhile, would be provided through Bonuses on Instagram.

“Reels continues to be a growing and important part of Instagram and we are excited to invest even more in this format. Shorter, entertaining videos allow you to inspire trends, express yourself to your audience in a flexible (and fun) way, and push culture forward. Reels also continues to be the largest contributor to engagement growth on Instagram, as more people watch reels to be entertained, go deeper with their interests, or discover new creators,” Instagram stated in a blog post.

This push to further promote short-form videos through Reels came in contrast with TikTok’s recent move to expand its maximum time limit from 3 minutes to 10 minutes.

Last October, Instagram simplified its video features by combining IGTV and feed videos into a single format. The length limit was then set at 60 minutes. Nonetheless, the Instagram TV app has registered over 10 million downloads as of publication time, a fraction of Instagram’s 1 billion plus active users.