A New Era for the Everything App: X Launches Video Tab
X began rolling out its highly-anticipated Video Tab to U.S. users today, transforming the way audiences discover and experience video content on the platform.
The Video Tab offers a full-screen, seamless video experience designed to bring users closer to what they care about most—whether it’s viral trends, top creators, premium content or live events. It can be accessed by tapping the play button icon in the navigation bar at the bottom of the X app. From there, you can explore a personalized feed of recommended videos reflecting the real-time nature of X across sports, entertainment, news and more.
Top creators are already embracing the Video Tab, bringing fresh content to a platform which saw a 40% surge in video views in 2024. Additionally, X has emerged as the #1 brand capturing Gen Z’s attention according to @HarrisPoll, and this demographic now makes up 35% of the platform.
"The Video Tab makes it easy for the best creators to tap into the hottest platform in the world,” said Linda Yaccarino (@lindayaX), CEO of X. “X is where the cultural conversation is happening. If you're not on X, you're out of the loop."
"I’m really excited to start sharing more of my content through the new video tab on X," said Nick DiGiovanni (@NickDiGiovanni), celebrity chef, entrepreneur and social media star with nearly 50 million followers. "It's a big opportunity for all creators, and I’m ready to build the ultimate hub for food and cooking content on the platform. Let’s cook!"
“The Video Tab takes X’s unmatched immediacy and makes it even more engaging,” said Danny Casale, aka Coolman Coffeedan (@coolcoffeedan, @CoolmanUniverse) an artist and animator with over 10 million followers across social media. “Creators need to constantly be where the action is at, where it’s hot. X is hotter than ever right now, so this is where creators need to be."
The captivating nature of vertical video combined with the real-time conversations that happen on X are a complete game-changer for brands. Immersive Takeovers are the perfect way to get involved immediately, providing an opportunity to secure the first ad position in the feed, maximizing reach and brand awareness during pivotal moments.
If you’re a creator interested in collaborating with X, contact us at [email protected].
If you’re a brand interested in our Immersive Takeovers or other ad solutions, contact us here.