Social media platform X is reportedly gearing up to launch a dedicated television app, marking a significant expansion into video content for the company.
The move, led by the Elon Musk-owned social network, formerly known as Twitter, is seen as a direct challenge to competitors like Google’s YouTube.
According to X CEO Linda Yaccarino, the upcoming app aims to deliver real-time, captivating content to smart TVs, offering consumers a rich and immersive entertainment experience on a larger display.
The app will incorporate a trending video algorithm, keeping users informed with tailored popular content, and utilise artificial intelligence (AI) to organise videos by subject, providing a personalised viewing experience.
Yaccarino announced that the X TV app will be accessible on most smart TVs soon, although no specific launch date was disclosed.
The planned app launch aligns with Yaccarino’s strategy to position X as a ‘video-first platform,’ enticing creators to produce more content for the platform, thereby attracting more users and revitalising its advertising business.
Reportedly, the X TV app will support cross-device viewing, allowing users to seamlessly transition from watching on their smartphones to their smart TVs.
Furthermore, users will have the ability to cast videos from their mobile devices to the TV screen.
A teaser video released by the company suggests that the app’s user interface will resemble that of YouTube.
