X Originals: Can X (Twitter) Compete in the Video Arena?

X, formerly Twitter, is doubling down on its video strategy with the launch of "X Originals." This initiative aims to attract creators with exclusive content deals and leverage the platform's unique community engagement.

X boasts a strong track record as a hub for online discussion, particularly around TV shows and live sports. The platform hopes to integrate this real-time interaction with its video content, creating a compelling offering for both creators and viewers.

Past Attempts and New Strategies

Previous efforts to merge live sports broadcasts with real-time Twitter commentary yielded limited success. Users preferred to use Twitter as a second screen rather than a primary viewing platform. Similar attempts with exclusive video content also faced challenges.

Despite these setbacks, X believes its new approach with X Originals can differentiate it from competitors. The platform has already secured deals with various creators and organizations, including:

  • Khloe Kardashian
  • Anthony Pompliano
  • Jim Rome
  • WWE
  • The Big 3 basketball league

However, the current X Originals lineup remains relatively small compared to established video platforms like YouTube and TikTok. Furthermore, X's declining overall reach raises concerns about its attractiveness to creators seeking broader audiences.

Challenges and Opportunities

While X highlights its community engagement as a key advantage, it faces stiff competition from platforms offering greater financial incentives and wider reach. X's classification as a "video-first" platform also remains questionable. The app doesn't prioritize video content in its user interface, requiring users to actively seek it out.

Although video views on X are reportedly increasing, this may be influenced by evolving measurement metrics and broader online trends. The success of X Originals hinges on significant investment and a shift in user behavior towards video consumption on the platform.

X CEO Linda Yaccarino's experience in the media industry, gained during her tenure at NBCUniversal, may prove crucial in navigating these challenges and forging new partnerships. Whether X Originals can carve a significant space in the competitive video landscape remains to be seen.