X is Launching a Video App for Your Smart TV: Everything You Need to Know

X, formerly known as Twitter, is gearing up to launch a dedicated TV app designed to bring engaging video content directly to smart TVs. CEO Linda Yaccarino has unveiled plans for the new app, promising "real-time, engaging content" for users. With a focus on trending videos and AI-powered topics, the app aims to keep users updated on popular content across various subjects.

Additionally, the app will feature cross-device support, allowing seamless transition from mobile to TV viewing. While an official launch date has not been announced, the company has confirmed that the app will debut without advertisements.

This move signifies X's commitment to enhancing the video experience for its users and expanding its presence in the digital entertainment landscape.

X CEO's Vision for the App:

Linda Yaccarino, CEO of X, envisions the upcoming TV app as a game-changer in the realm of video content consumption. With a focus on real-time engagement and trending topics, the app aims to revolutionize how users interact with video content on their smart TVs. Yaccarino's background as a veteran NBCUniversal advertising executive underscores her commitment to delivering a seamless and immersive viewing experience for X users.

What to Expect from X's New Video App?

Here's a breakdown of the key features unveiled so far:

• Focus on Trending Videos and AI-powered Curation: The app will utilize a trending video algorithm to surface popular content for users. Additionally, AI will be used to categorize videos by subject, making it easier for viewers to find specific topics they're interested in.

• Seamless Cross-Device Viewing: X's video app will offer cross-device compatibility, allowing viewers to begin watching a video on their phone and then pick up where they left off on their smart TV.

• Ad-Free Launch (for Now): While video plays a significant role in X's future plans, there will be no advertisements included in the app at launch, according to a note sent to the company's partners.

• Content Focus: While specific details are limited, a preview video showcased glimpses of content including Tucker Carlson's interview with Russian President Vladimir Putin and SpaceX rocket launch footage (owned by X CEO Elon Musk). This suggests a potential focus on news, politics, and science content.

X Joins the Growing Trend of Social Video on TV

X's entry into the smart TV market comes amidst a growing trend of social media platforms expanding their video offerings to living room audiences. Here's a quick look at the competition:

• YouTube: A dominant player in online video, YouTube continues to highlight the importance of its TV app, emphasizing the platform's popularity for video consumption on televisions.

• TikTok: Despite facing political scrutiny, TikTok is also investing in a TV app experience, acknowledging the growing demand for social video content on larger screens.

• Truth Social: Launched by Donald Trump's media company, Truth Social recently announced plans for a live TV streaming platform focused on conservative news, religious channels, and content deemed "cancelled" by other platforms.

Why is X Launching a Video App Now?

Several factors likely contribute to X's decision to launch a video app:

• Capitalizing on User Trends: The increasing popularity of video content consumption on TVs presents a valuable opportunity for X to capture a wider audience.

• Competing in the Social Media Landscape: By offering video content on smart TVs, X can compete more directly with established platforms like YouTube and the emerging TikTok TV app.

• Strengthening its Focus on Video: The launch of the video app underscores X's commitment to video as a core element of its platform, following investments in original shows and partnerships like the one with WWE.