Instagram launched IGTV to compete head-on with YouTube, while IGTV is specially targeted at users who wish to watch long-form videos from their favorite creators, the service has somewhat failed as to the records set by the company's other novelties, like Instagram Stories.
It allow creators to upload videos of up to one hour length, which is way up from the previous one-minute limit set by the platform. But the rather long-form video service hasn't been a hit like Instagram Stories, which just within two months after the launch in 2016, hit a record of 100 million users.
The IGTV service had earlier received a red carpet premiere that made it look more like the new hotspot for videos, which event presented attendees several typical toasts, spa water and ‘Grammy-worthy portrait backdrops; but that never helped it in gaining more traction.
IGTV is already clocking two months since launch, and the company has been mum about any milestone recorded in the userbase. Albeit, it is pretty early for any theoretical analysis, but the view counts of videos from partner creators haven't been impressive.
Some recent feed show that videos are getting roughly 6.8X as many views as their IGTV posts, which means that the launch partners who obviously benefited from the early access are still stuck in the loop.
There’s certainly no free view in store for the creators or regular users, as they'll have to work hard to gain audience.
And perhaps, IGTV would need to deliver the spontaneous video viewing experience that Instagram lacks, also offer the right incentives and flexibility to the creators if it wants to avoid getting scrapped or buried as the current fate postulates.
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