X is aiming to position itself more firmly in the online video space with the introduction of “X Originals”, a branding effort for its growing portfolio of original content series. The platform says the initiative builds on a year of investment in premium programming across key interest areas such as sports, pop culture, and business.
According to the company, 17 original series and over 300 episodes have been released so far across markets including the U.S., Japan, and MENA. These shows include contributions from public figures like Khloé Kardashian, Anthony Pompliano, Don Lemon, and Jim Rome, as well as collaborations with organizations such as WWE and the NHL. The ability for premium subscribers to upload 4k videos has also enabled dedicated X users to create their own content to a more professional standard, no doubt as an attempt to nudge users into making X a more worthwhile video content platform.
Despite past challenges integrating live video into its ecosystem – including earlier partnerships with major sports leagues that failed to gain traction or chose other platforms for exclusive hosting – X is once again attempting to merge content viewing with real-time user discussion. The platform’s core pitch remains unchanged: it offers a space where users can consume video and immediately engage with a wider community via replies and reposts.
However, concerns remain about X’s ability to compete with established video-first platforms like YouTube and TikTok. While X has added a video tab and claims growing viewership, the app doesn’t default to a video feed and still treats video as a secondary feature. For X, success may depend heavily on whether or not the platform can aggressively push into gaining its own network of exclusive creators and hosting deals, something that would carve out a larger niche in a very overstuffed market of video platforms.
