In a bid to compete with YouTube and recast itself as a video platform, Elon Musk’s X is launching a television app for Amazon and Samsung smart TV’s, a source at the company told Fortune. The company plans to launch the app next week, and a source says it looks “identical” to YouTube’s TV app.
Musk’s goal is to encourage users to watch “long videos on a bigger screen,” part of a plan first teased in July designed to make X more attractive to online influencers and advertisers.
The launch of X’s TV app comes as the platform, formerly known as Twitter, and mostly popular as a service for posting short text-based messages, seeks to play a larger role in the crowded streaming video market. In January, X declared that it was “now a video-first platform,” touting a new feature reminiscent of TikTok’s immersive full-screen infinite scroll experience.
Musk’s vision for streaming video seems to be focused around media celebrities, online influencers, and online video game streaming. The social media platform recently inked a deal with former CNN star anchor Don Lemon for a new show exclusively on X, and former Fox News pundit Tucker Carlson often publishes long-form video content on X, most notably a recent interview with Russian president Vladimir Putin.
The billionaire owner of X has also urged content creators to migrate their entire video content to X, asserting that they stand to benefit from enhanced ad revenue streams. Mr. Beast, a prominent YouTuber posting 243 million subscribers, put X to the test by uploading a full-length video and publicly disclosing his earnings.
PCmag wrote that Elon Musk is reportedly looking to get into the streaming business with a television app for Amazon and Samsung smart TVs.
A January blog post from the X Business team claimed that the service is “now a video-first platform.” The company recently enabled long-form video uploads, and X says people watch video in eight out of 10 user sessions on the site. In December 2023 alone, users watched the equivalent of 130 years’ worth of videos that clocked in at 30 minutes or longer.
X, previously known as Twitter, has long dabbled in exclusive videos, mostly in support of live-streaming events. In 2016, shortly after it signed on to stream 10 NFL games, Twitter launched live-streaming apps for Apple TV, Xbox One, and Amazon Fire TV.
For those with a smaller presence on social media, X recently added a video-feed option to its Clubhouse clone Spaces, so a host can appear on video while chatting live with other people, similar to Twitch.
TalkAndroid wrote: If you’re active on social media, you either hate or love the takeover of Twitter by notorious billionaire Elon Musk. It didn’t take long for the platform to be rebranded as “X” and to have a number of major changes made to the social media platform’s DNA.
Besides mixing things up, Elon made it clear his desire to grow X beyond what Twitter used to be — the addition of video and voice calls recently shows this off. But now, it looks like an app we thought would be restricted to our smartphones and computers is about to find its way to smart televisions. That was not on my 2024 tech bingo card.
In my opinion, it sounds like Elon Musk has been putting the pieces together to make X into an “everything app”. The current new thing appears to be allowing users to upload their videos to the platform.