Have you ever used or watched or even uploaded to IGTV on Instagram? It's Instagram's video feature that is similar to what Vine was once like but with longer video times to compete with YouTube. The idea of it was to be able to create more content and longer duration of video that what you could upload regularly. However, it didn't take off as expected so Instagram is looking to add the IGTV videos to your regular feed so it will be harder to not pay attention to it according to Mashable .
" IGTV app is currently ranked so low in Apple's App Store, it doesn't even appear in Apple's rankings of the top iOS apps. (It was ranked #1,442 in July, the last time it appeared in Apple's top charts, according to App Annie, Instagram is currently the #1 app in the App Store.)"
There is one bright side about this - if you don't follow anyone on IGTV, then you won't see it but if you follow a bunch, it will swarm you feed!