Illustration by Alex Castro / The Verge
Instagram is finally acknowledging that IGTV, its first big push into video, didn’t pan out.
Today, the company is rebranding IGTV as “Instagram TV,” and it’s getting rid of the exclusive IGTV video format. Videos posted to the main Instagram feed can now run up to 60 minutes long — a length previously reserved for IGTV videos — and you’ll no longer have to leave the main app to view them.
A spokesperson for Instagram says the IGTV app, now called the Instagram TV app, will remain as a “destination for people to visit with the intent of watching video.”
Feed videos and IGTV videos will be consolidated into Instagram TV, which will get a single tab on profile pages. Reels will remain discrete.