- X, formerly Twitter, is launching a new TV app and a dedicated video tab on its platform as part of a larger push into video content, aiming to attract creators, advertisers, and users. This strategy comes as the company faces declining revenue and a shrinking valuation.
- The TV app, currently in beta on Amazon Fire TV and Google TV, will surface videos from various creators and publishers, but faces challenges attracting original content and competing with established platforms like YouTube.
- X’s previous attempts to monetize video content, including an ad revenue share program, have yielded mixed results, with some creators expressing skepticism about the program’s effectiveness. Whether the company can successfully transform into a video-first platform and achieve sustained success remains to be seen.
X, the rebranded Twitter, is making a renewed push into video content with a new TV app, a dedicated video tab on the platform itself, and a renewed focus on attracting creators and advertisers. This comes at a crucial time for X, grappling with declining user numbers, plummeting revenue, and a dwindling valuation.
The new TV app, currently in beta on Amazon Fire TV and Google TV, aims to surface videos from various creators and publishers, potentially including content already available on YouTube and other platforms. This strategy echoes Twitter’s earlier foray into TV apps, which ultimately failed to gain traction.
X’s challenge lies in enticing creators to produce original video content, particularly compelling content that can drive engagement and attract advertisers. The company’s previous attempts at monetizing video content, including an ad revenue share program, have yielded mixed results. Some creators, like MrBeast, have raised concerns about the fairness and effectiveness of such programs.
With a dwindling advertising business and a dwindling valuation, X’s gamble on video is a high-stakes play. The company is hoping to turn the page on its struggles and build a robust video platform that can attract users, creators, and advertisers alike.
Whether X can successfully navigate this second act and achieve its video ambitions remains to be seen. The platform faces an uphill battle against established players like YouTube and TikTok, as well as lingering concerns about its evolving content moderation policies and user experience.
What you should know
X, formerly known as Twitter, is a microblogging and social networking platform where users can share short messages, known as “tweets,” with their followers. The platform has become a global phenomenon, used by individuals, businesses, and organizations to communicate, share news, engage in discussions, and build communities.
X’s unique features include:
- Short-form messaging: Users can share text-based tweets up to 280 characters long, along with images, videos, and links.
- Real-time updates: X’s timeline displays a continuous stream of tweets from people you follow, providing real-time information and updates on current events.
- Hashtags: Users can categorize their tweets using hashtags, allowing others to discover content related to specific topics.
- Direct messaging: Users can send private messages to other users, facilitating one-on-one conversations.
Since its acquisition by Elon Musk in 2022, X has undergone significant changes, including shifts in content moderation policies and the introduction of new features like Spaces, a feature for audio conversations. These changes have sparked debate about the platform’s future, its evolving identity, and its role in the broader social media landscape.
Despite the ongoing changes, X remains a powerful tool for communication, information sharing, and social interaction. It continues to evolve, seeking to adapt to the changing needs of its users and navigate the complexities of a dynamic digital landscape.
