Instagram will instead focus on keeping all video in the main Instagram app. The official shutdown announcement marks the end of an era for Instagram’s foray into video.

Instagram says that it’s getting rid of the standalone igtv app as’part of its efforts to make video as simple as possible to discover and create’. Any videos in the main app will have a full-screen viewer and tap-to-mute.

Igtv was meant to go toe-toe with YouTube by acting as a place to post long-form videos. In 2020, Instagram removed the button that took you to igtv content in the main app, citing the fact that very few people used it.

Igtv’s retirement is titled’continuing our video investment on Instagram’. Last year Instagram announced that it was no longer a photo app. Instead, it’s going after competitors like TikTok and YouTube in a bid to become a general entertainment app.