A Shift in Strategy for X
In a bid to revive its advertising business, Twitter’s new incarnation, X, has announced the launch of a new TV app. This move is part of a wider effort to transform X into a video-first platform. The company aims to court more advertisers, creators, and partners through this pivot.
A Brief History of Twitter’s Dabble in TV Apps
Twitter first attempted to build TV apps several years ago but ultimately walked away from the project due to lukewarm reception. However, with its new strategy, X is hoping for a rerun. The company announced that the new TV app is available on several app stores as part of a wider effort to revamp its advertising business.
The X TV App and Its Features
According to reports, the TV app beta is already appearing on Amazon Fire TV and Google TV. However, no sign of the app has been seen on Apple TV, Roku, or other TV platforms yet. The new plan for the TV app seems to be driven by a desire to offer users a more engaging experience with video content.
The screenshot shared by X’s engineering team suggests that the TV app will surface videos from various organizations, publishers, and creators. There is also a possibility that these creators have published their videos on their own apps or even YouTube, which has a larger audience consuming content on TV screens.
A Challenge for X: Nudging Creators to Post Original Video Content
While a vertical feed or a TV app is not exactly a new move, X’s challenge lies in nudging creators to post original video content. The company needs to make its platform appealing enough to drive more usage and attract advertisers. This has proven to be tough for X, which started an ad revenue share program last year based on engagement and views.
However, when YouTube creator MrBeast posted a video and earned $263,000 from ad revenues, he questioned the fairness of this system. MrBeast noted that the money came largely from the algorithm’s favoritism towards large creators rather than actual viewership.
X’s Previous Experiments with Videos
Despite its efforts to make videos a core part of its platform, X has yet to turn these tools into sizable monetization opportunities. The company has experimented with video streaming on Spaces, enabling video calls to other users, and even testing out a video conferencing tool. However, none of these features have become mainstream.
The Road Ahead for X
With the launch of the TV app and its focus on becoming a video-first platform, X is taking a significant step towards revamping its advertising business. However, it remains to be seen whether this new strategy will bear fruit. The company’s success will depend on its ability to attract more creators, users, and advertisers.
What Does This Mean for Advertisers and Creators?
The TV app and X’s video-first platform may offer a fresh opportunity for advertisers to reach their target audience. By leveraging the power of video content, X can provide a more engaging experience for users, which in turn can lead to increased ad revenue.
For creators, this new strategy presents an opportunity to showcase their original video content on a platform that is increasingly focused on video. As X aims to become a video-first platform, it will be interesting to see how creators adapt and take advantage of the opportunities presented by this shift.
Conclusion
X’s move towards becoming a video-first platform is a significant step in its efforts to revamp its advertising business. With the launch of the TV app and its focus on engaging users with video content, X aims to regain footing in the competitive market. However, it remains to be seen whether this new strategy will bear fruit.
Related Topics
About the Author
Ivan Mehta is a writer and editor for TechCrunch, covering global consumer tech developments. He is based out of India and has previously worked at publications including Huffington Post and The Next Web.
Additional Resources
