X Rolls Out Immersive Video Player to Rival TikTok

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TAGS: X, Social Media, Video Streaming, Tech News, Nikita Bier
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X is doubling down on its video-first strategy with the launch of an immersive, full-screen video player. The update, which is currently reaching iOS users, transforms how content is consumed on the platform by prioritizing a vertical, swipe-based interface.

Nikita Bier, the company’s head of product, acknowledged that the previous iteration of the player was outdated and required a significant overhaul to meet modern mobile standards. The redesign is intended to simplify navigation, allowing users to transition between videos with a simple swipe, a mechanic popularized by competitors like TikTok and Instagram Reels.

User Feedback and Design Philosophy

The transition has not been without friction. Some users have expressed frustration that the player forces a cropped, full-screen view, effectively removing the ability to watch media in its original aspect ratio. One user criticized the UI, arguing for the freedom to view content in full-scale.

Defending the shift, Bier emphasized that X is operating as a mobile-first company. He clarified that the platform intends to stop cropping vertical content moving forward, noting that the previous cropping behavior was intended to incentivize creators to post in square formats. When questioned about orientation preferences, Bier confirmed that, for this new player, portrait is the ideal format.

Broader Video Ambitions

This update is part of a larger push to capture the attention of video-heavy audiences, following the launch of a dedicated vertical feed last year. The timing aligns with X’s attempt to solidify its position in the video market following the sale of TikTok’s U.S. operations to an American investor group last month.

• Strategic Pivot: The move mirrors trends seen across the industry, including recent vertical video feed integrations on platforms like Disney+.
• AI Integration: X continues to leverage its AI model, Grok, which recently added text-to-video capabilities.
• Future Updates: Bier indicated that further enhancements to the video experience are currently in development.

The company’s broader AI efforts have faced scrutiny, particularly regarding Grok’s image-generation tools. Following reports that the tool was used to create explicit and non-consensual imagery, X restricted the feature to paying subscribers.