Elon Musk’s X Launches TV App as It Pushes Video Ambitions

Alex Weprin

April 23, 2024 at 10:06 AM·2 min read

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Elon Musk’s X platform is continuing its video push, launching a dedicated app for smart TV sets.

The X video app launched Tuesday, with the company touting a handful of key features, including a trending video algorithm, artificial intelligence-powered trending topics and cross-device compatibility, so users can start watching on their phone and continue watching on TV.

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The X TV app will not have any ads at launch, according to a note sent to the company’s corporate partners Tuesday.

“We’re focusing on launching this new feature for consumers first, but we do plan to monetize it, and will discuss different forms of partnerships — and that may include ads,” the note said.

The company also posted a preview video of the video experience, providing a brief glimpse of the TV app. The videos included in the preview video included Tucker Carlson’s interview with Vladimir Putin and footage of a SpaceX rocket lifting off. SpaceX is also owned by Musk.

Video has emerged as a key priority for X, which is led by CEO Linda Yaccarino, a veteran NBCUniversal advertising executive.

In addition to letting users upload their own videos, à la YouTube, the company also cut deals with some third parties, like a multiyear deal with Range Media Partners. That deal included a show hosted by sports personality Jim Rome, with the tech company also unveiling shows hosted by Tulsi Gabbard and Don Lemon.

Musk would cancel Lemon’s show before the first episode ran, after the CEO sat for a tense interview with the former CNN host.

X also cut a deal with the WWE to stream Speed matches once per week.

The living room has also become a top priority for other tech platforms, with YouTube frequently touting how much videos are viewed on its TV apps (it notes that it gets more views than Netflix on TV sets), and TikTok also launching and investing in a TV app experience.

Of course, X is still text and image-driven, with a focus on real-time information. Its video business is much more nascent.

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