In an exciting development, X, previously known as Twitter, is set to revolutionise your television viewing experience. With its recent announcement, X is entering the world of video streaming, bringing a YouTube-like platform directly to your Samsung TV and Amazon Fire TV. This move is part of a broader strategy to reinvigorate X following its acquisition by Elon Musk in October 2022.
A leap towards video streaming
You’ll soon be able to enjoy a new world of video content on your smart TVs. X is launching a dedicated app that allows you to dive into various videos from the comfort of your couch. Elon Musk, the new owner of X, is steering the platform towards a “video-first” approach. This strategic shift is a response to the growing trend of video consumption on the platform, with Musk revealing that videos are the main attraction in eight out of ten visits to X.
Tackling challenges with innovation
Despite the enthusiasm, X has faced some hurdles recently. A report from Edison Research highlighted a 30 per cent drop in the site’s usage in 2024 compared to the previous year. X is investing in new features and enhancements aimed at creators and advertisers to combat these challenges. In February, the platform announced the introduction of tools that enable advertisers to target their ads against a curated list of premium content creators, including options for pre-roll video ads. This initiative aims to boost the platform’s appeal to its diminishing advertiser base and re-engage its audience.
The future of X on your TV screen
As you eagerly await the rollout of longer videos on Samsung and Amazon Fire TVs, this new development promises to be a game-changer. It’s an attempt by X to expand its reach beyond the traditional confines of social media feeds and into the more immersive realm of television screens. How this move will impact user engagement and the platform’s popularity remains to be seen. However, X is unafraid to innovate and adapt to stay relevant and thrive in a rapidly changing digital landscape.
Launching a video streaming app on Samsung and Amazon TVs marks a significant step for X in its journey towards becoming a video-first platform. This initiative represents a pivotal move in its strategy to revitalise the platform and enhance user experience.
