X Rolls Out Vertical Video Feed Globally as TikTok Faces Continued Disruption
X (formerly Twitter) is expanding its vertical video feed globally following its successful US launch. The feature, which appears as a new tab next to the Grok AI button in the X app, is now available in Australia, India, and several European markets.
Currently, the rollout is limited to iOS devices, with Android implementation planned for a later date. This expansion coincides with TikTok's ongoing availability issues in certain markets, though Trump has extended the deadline for TikTok's US ownership transition.
Video content has become increasingly central to X's strategy, as evidenced by:
- The launch of a dedicated TV app for creator and organization videos
- Implementation of TikTok-style vertical scrolling functionality in 2022
- Integration of advertising within the video feed to generate additional revenue
X (Twitter) logo, black background
The platform joins other social media giants like Instagram and YouTube in prioritizing short-form video content. Instagram is reportedly reaching out to prominent creators for Reels partnerships during TikTok's uncertainty.
This expansion reflects the continuing dominance of short-form video in social media, regardless of TikTok's ultimate fate in various markets. The new feature allows X to monetize content through ads displayed between videos, similar to strategies employed by other major social platforms.
For users, the vertical video feed offers a dedicated space for video content consumption, making it easier to discover and engage with video content on the platform. The global rollout is currently underway, with more regions expected to gain access to the feature in the coming weeks.
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