The IGTV button was always prominently placed within Instagram to encourage users to check it out, but it seems that some have noticed that the button is now gone. Instagram has since confirmed to TechCrunch that they have removed the button from the app, suggesting that maybe it isn’t quite as popular as the company would have liked.
In a statement made to TechCrunch, a company spokesperson said, “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.”
TechCrunch also goes on to note that the standalone IGTV app has only been downloaded about 7 million times since it debuted. This is versus the 1 billion or so Instagram users. They also point out that competitors like TikTok have already amassed about 1.15 billion downloads in the same period.