Elon Musk’s X to Launch Smart TV App, Aiming to Rival YouTube
According to insider information, Elon Musk’s social media platform X is set to introduce a TV app compatible with Amazon and Samsung smart TVs. This initiative, which will be rolled out by next week, aims to transform its identity into a video-centric platform. It aims to mirror the user experience of YouTube’s TV application.
Musk is keen on drawing viewers to enjoy “long videos on a bigger screen,” aligning with a strategy unveiled in July to enhance X’s appeal to content creators and advertisers.
The insider, preferring to remain unidentified due to lack of authorization for media engagement, emphasized Musk’s determination to rival YouTube. They also mentioned Musk’s ambition to challenge other platforms like Twitch, Signal, and Reddit.
The introduction of X’s TV app signifies the platform’s strategic pivot towards a significant presence in the highly competitive video streaming landscape. Earlier, X announced its transformation into a “video-first platform,” showcasing a new video browsing experience similar to TikTok’s full-screen scroll.
Musk’s strategy focuses on engaging media figures, influencers, and gaming content. X has already secured partnerships with notable personalities like Don Lemon and Tucker Carlson, who have started offering exclusive content on the platform.
Musk has actively encouraged content creators to transfer their videos to X, promising lucrative advertising revenue. A significant test case was when Mr Beast, a renowned YouTuber, shared a video on X, which generated substantial revenue, though he expressed scepticism about the sustainability of such earnings.
Challenging YouTube’s dominance, backed by Google, is formidable. However, enticing creators with financial incentives might level the playing field for X. Nielsen highlights YouTube’s significant presence on TV screens in the US, underscoring X’s challenge in capturing market share.
Despite these efforts, X needs help retaining users and advertisers. Recent reports suggest a significant drop in platform engagement and advertiser support, particularly following Musk’s controversial statements and actions, which have caused discomfort among major advertisers.
Since Musk’s acquisition, the platform’s value has declined dramatically, with current estimates significantly lower than the purchase price. Amidst these challenges, X’s leadership is focused on exploring new revenue channels to stabilize the platform. X is yet to comment on these developments.
Ragul Thangavel
With over nine years of diverse professional experience, Ragul has made significant contributions across various domains, including Media Operations, OTT Technologies, Video Production, Ecommerce, and Social Media.
Holding an Engineering degree, Ragul's career took an unconventional turn when he discovered his passion for writing, leading him to begin his journey as a content writer.
His career has been exclusively dedicated to the growth and development of startups, where he has played a pivotal role. His unique blend of technical knowledge and creative prowess has enabled him to drive innovation and success in every venture he has been a part of.
