Since Elon Musk’s acquisition of Twitter (now X) in October 2022, the tech mogul has been experimenting with various initiatives to boost profitability.

Now, taking a cue from YouTube, X is gearing up to launch a video streaming service on its platform, according to a report by SamMobile.

Musk hinted at the imminent release of this feature through a quote tweet from the DogeDesigner’s account, stating, “You can soon watch your favorite X long-form videos directly on your Smart TVs.”

This move underscores X’s transition into a “video-first” platform, as Musk recently declared. It indicates a shift from the typical small content boxes on feeds to a larger screen experience.

X plans to introduce a dedicated app, enabling users to access these videos on Samsung TV and Amazon’s Fire TV.

Musk’s assertion that eight out of ten visits to X involve watching videos further justifies this strategic shift towards video content.

X declines

However, the decision to venture into video streaming comes amid challenges for X, as highlighted by a recent Edison Research report revealing a 30 percent decline in site usage in 2024 compared to the previous year.

In response, X has been doubling down on efforts to revitalize its platform, particularly focusing on creators and advertisers.

In February, X announced plans to provide tools for advertisers to run ads against a curated list of premium content creators, including pre-roll video ads, as reported by Forbes.

This move signifies X’s commitment to attract advertisers and enhance user engagement.