X (formerly known as Twitter) will soon launch a dedicated TV app for videos uploaded to the social network, bringing “real-time, engaging content to your smart TVs”, according to CEO Linda Yaccarino.
Yaccarino has said the new app will have a trending video algorithm and AI-powered topics to help users stay updated with popular content. AI-powered topics will organise videos by subject. There will be cross-device support, meaning you can start watching a video on your phone and then continue watching the content on the TV.
The company hasn’t offered an official launch date for the app but there will be no advertisements at launch, according to a note sent to the company’s corporate partners.
There is a preview video of the experience one may have watching the new app. It shows moments from Tucker Carlson’s interview with Russian president Vladimir Putin and footage of a SpaceX rocket lifting off. SpaceX is, of course, owned by Musk.
Video plays an important role in the roadmap of X. Yaccarino, in fact, is a veteran NBCUniversal advertising executive.
The announcement comes close on the heels of Truth Social, a social media platform owned by Donald Trump’s media company, revealing its plans to launch a live TV streaming platform, which will focus on “news networks” and “religious channels”, besides “content that has been cancelled” or “is being suppressed on other platforms and services.
Besides Tucker, X also has an original show hosted by former congresswoman Tulsi Gabbard and another by former Fox Sports host Jim Rome. Recently, Elon Musk dropped a talk show deal with former CNN anchor Don Lemon after the man behind SpaceX was interviewed for the first episode of the show. X also has a deal with WWE to stream Speed matches once per week.
Grabbing the attention of people watching TV in their living rooms is now priority for many companies. YouTube is frequently talking about how much videos are viewed on its TV apps while TikTok, despite the political pressure it is facing, is also launching and investing in a TV app experience.
