Why Instagram decided to kill the IGTV icon on its home page

Launched in the summer of 2018, Instagram’s IGTV app, a video application, failed to lure a larger audience. Around seven million of Instagram’s one-billion-plus users have downloaded the app since its inception. During that time, Chinese application TikTok had around 80.5 million downloads, according to a report by Tech Crunch.

Instagram has now decided to get rid of the orange button on the top-right corner of its home screen.

Why didn’t IGTV click?

Instagram users do not have to maintain a separate IGTV account to get access to longer videos. The IGTV experience is embedded with the posts on the main app and in-feed teasers — a tab of the Explore page, promo stickers in Stories, and profile tabs.