At most, 7 million of Instagram’s 1 billion-plus users have downloaded its standalone IGTV app in the 18 months since launch. And now, Instagram’s main app is removing the annoying orange IGTV button from its home page in what feels like an admission of lackluster results. For reference, TikTok received 1.15 billion downloads in the same period since IGTV launched in June 2018. In just the US, TikTok received 80.5 million downloads compared to IGTV’s 1.1 million since then, according to research commissioned by TechCrunch from Sensor Tower.
To be fair, TikTok  has spent huge sums on install ads. But while long-form mobile video might gain steam as the years progress, Instagram  hasn’t seemed to crack the code yet.
For a company that’s won by betting big and moving fast, IGTV feels half-baked and sluggish. That might have been alright when Snapchat was shrinking and TikTok was still Musically, but Instagram is heading into an era of much stiffer competition. Quibi and more want to consume multi-minute spans of video viewing on mobile, and the space could grow as adults familiarize with the format. But offering the platform isn’t enough for Instagram. It needs to actively assist creators with finding what content works, and how to earn sustainable wages marking it.
