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X (formerly Twitter) has previewed an “X TV” app devoted to streaming video.
Company chief Linda Yaccarino said X TV would include trending videos, “AI-powered” topic sections, more capable video search, and mobile app integration that includes resuming videos and “effortless” casting.
The app should be available sometime soon for “most” smart TVs, Yaccarino added.
The interface in the preview (shown below) looks much like YouTube’s, with rows of recommendations based on what’s trending and a “For You” section. The look is spartan besides a search bar and a handful of controls in a sidebar.
From the small screen to the big screen X is changing everything. Soon we’ll bring real-time, engaging content to your smart TVs with the X TV App. This will be your go-to companion for a high-quality, immersive entertainment experience on a larger screen. We’re still building it… pic.twitter.com/QhG6cVDpZ8
— Linda Yaccarino (@lindayaX) April 23, 2024
The introduction comes long after Elon Musk vowed to make X more of a WeChat-style “super app” that does many things, including a greater emphasis on video. The company has experimented with original video content, but most of its selection revolves around user-created material. As such, X TV may compete more with YouTube than Netflix or Prime Video.
X TV may be important for the company’s financials. The social media pioneer’s revenues have been on the decline since Musk took over in late 2022, even with more monthly active users. It still depends heavily on advertising despite subscription offerings, according to Business of Apps. A smart TV app could boost ad revenue, not to mention open the door to video-focused paid services.
