After teasing its new TV app for several months, X has officially launched the beta version of X TV, which it describes as “a massive leap forward in transforming X into a video-first platform.” The app bears a strong resemblance to YouTube’s Connected TV (CTV) version, offering a similar experience of browsing and viewing video content on your TV.
X’s new big screen platform showcases all the video content available on X, optimized for the largest screen in your home. The app is designed to highlight trending content, powered by X’s advanced AI systems. Additionally, X plans to introduce cross-device compatibility, allowing users to seamlessly switch from watching content on their phones to their TVs.
Although new ad options for the TV app are expected to be rolled out soon, they are not yet available. The goal behind this development is to increase video content consumption within the app. Given that CTV is the fastest-growing category for YouTube, it makes sense that X would want to tap into this trend.
The challenge for X will be generating interest in its video offerings on larger screens, especially considering that its current lineup of exclusive content may not appeal to a mainstream audience. So far, X has secured video content deals with a few notable figures and organizations, including:
- – Khloe Kardashian, on an unnamed project
- – Paris Hilton, on a project that appears to have been shelved
- – Tucker Carlson, whose interviews attract millions of views on the app
- – Don Lemon, whose X show was canceled after an interview with Elon Musk
- – Tulsi Gabbard, working on a series of U.S. politics documentaries
- – Jim Rome, with his popular show “The Jungle” airing on X
- – WWE, featuring a weekly “WWE Speed” show
- – The Big 3 league of retired NBA players, with weekly games aired during the last season
- – Rap battle show Verzuz, which is looking to make a comeback on X
While this roster includes some well-known names, it may not be enough to draw in a broader audience. X is continuing to work on securing new content deals to expand its exclusive offerings.
The idea of merging X posts with video commentary has significant potential, but successfully integrating these elements has proven difficult in the past. X’s previous attempts to break into the CTV space, including exclusive content deals with major sports leagues like MLB, NFL, and NBA, ultimately didn’t yield long-term success. Despite launching dedicated apps for Apple TV, Amazon Fire TV, and Xbox One, Twitter (now X) struggled to combine its role as a “second-screen” discussion platform with direct video consumption.
However, the concept of blending live commentary from X with big-screen TV viewing could create a richer, more interactive viewing experience. If X can find the right balance, there is still an opportunity to succeed.
If the current approach doesn’t pan out, X may need to secure high-profile shows to drive interest in the platform. However, with declining revenue, it’s unclear how X will land such deals, other than relying on creator revenue share programs to attract talent from different platforms.
X remains determined to position itself as a video-centric app, and the updated CTV platform is a step toward this goal. While it may not be a game-changer immediately, with more exclusive content and a refined CTV experience, it could lay the groundwork for future growth in video engagement.
Source: Social Media Today
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