In a significant shift towards video-centric content, X has introduced a dedicated video tab for its US users. This new feature aims to provide a streamlined and immersive video experience, offering users an organised space to discover and consume video content directly within the platform.
X’s move reflects its growing focus on video as a primary medium for engagement. The dedicated tab simplifies access to trending clips, breaking news footage, live streams, and curated content, all presented in a visually engaging and user-friendly format. By integrating this feature, X hopes to attract a broader audience, encourage longer viewing sessions, and enhance content discovery.
According to company insiders, the decision to launch a dedicated video tab was driven by increasing user demand for richer visual content. Early testing reportedly showed a notable rise in user interaction with video posts when surfaced in a centralised location. The new tab will also help content creators and advertisers by offering a more focused platform to showcase their videos, potentially opening up new monetisation opportunities.
The introduction of this video tab marks another step in X’s evolution under the leadership of CEO Linda Yaccarino. As the platform competes with other social media giants that have long embraced video as a core component of their user experience, X is now doubling down on its strategy to remain relevant in an increasingly video-first digital landscape.
This launch aligns with the broader industry trend of platforms shifting towards video as a primary mode of communication and entertainment. As users continue to demand high-quality visual content, X’s dedicated video tab could prove to be a game-changer, positioning the platform as a more formidable player in the competitive world of digital-first media.
