Elon Musk’s X is rolling out its vertical video feed to users worldwide just days after its launch in the United States. This expansion, confirmed by the company, reflects X’s growing focus on video content and keeping pace with competitors like TikTok and Instagram.
Global rollout underway
On Friday, the new vertical video feed feature was spotted in multiple regions beyond the U.S., including India, Australia, and parts of Europe. A spokesperson for X confirmed that the global rollout is “underway” and accessible through a dedicated tab in the app, placed prominently next to the Grok button. However, there’s a catch—this rollout is currently limited to iOS users. Android users will have to wait, as the company hasn’t provided a timeline for the feature’s availability on their devices.
This update comes as X seeks to solidify its position in the rapidly evolving video content market. With TikTok’s future in the U.S. uncertain due to potential bans and regulatory scrutiny, platforms like X are taking advantage of the opportunity to attract users and advertisers alike.
Revenue through video engagement
The vertical video feed entertains users and supports X’s advertising strategy. After users scroll through a few videos, ads are displayed, a tactic that helps boost the platform’s revenue. This approach mirrors the strategies of other social networks like Instagram and TikTok, which have integrated video ads to keep users engaged while monetising content.
Video content is becoming a key area of focus for X. Last year, the company introduced a stand-alone TV app to showcase videos from creators and organisations. In 2022, it also enabled users to explore short video clips by tapping on a video in their timeline and swiping up to discover more.
Why this matters now
The timing of this feature’s expansion is significant. With uncertainty surrounding TikTok’s operations in the U.S., including possible divestment to a U.S. entity, X is positioning itself to capture a share of TikTok’s audience. X aims to compete with platforms that already dominate the short-video format by enhancing its video capabilities and rolling them out globally.
IOS users worldwide can now explore X’s vertical video feed, while Android users eagerly await their turn. This feature reflects a broader shift in how platforms prioritise video content, making it clear that videos are not just about entertainment but also a key driver of revenue and user engagement.
