X has launched a new video app for TV. After confirming plans to develop an app for smart TVs, the social network announced that X for TV is now available in various app stores. This new app is intended to strengthen Elon Musk and the company’s focus on video content.
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The first beta of X for TV is now available for download on Google TV, Amazon Fire TV, and LG (webOS) TVs. The company has not provided details about the app’s features or compatibility with other operating systems or devices. A post on the X engineering account includes a mockup of what the app will look like once you log in.
“The X TV app beta is now available in multiple app stores, with more platforms coming soon,” the X listing states. “Along with our upcoming Video tab, this represents a significant step in turning X into a video-centric platform, creating new opportunities for creators, advertisers, and our partners.”
A video posted by the account DogeDesigner shows some of X for TV’s features. The app’s home screen displays recommended videos based on your interests and includes a row of short clips. The player occupies the entire screen, but there is an option to view replies on posts.
In terms of quality, users can choose between 720p and 1080p (Full HD) resolution options. The app also lets you adjust playback speed and search for new videos using a built-in keyboard controlled by your TV remote.
X’s TV App Aims to Challenge YouTube and Traditional Media
The launch of the X TV app is crucial for boosting the social network’s revenue. The company has faced a significant loss of advertisers since Elon Musk’s arrival, with little improvement in sight. Recently, Musk sued major advertisers, claiming they engaged in a boycott that resulted in substantial financial losses for the company.
The focus on video content is a strategy that Elon Musk and Linda Yaccarino have been advancing for the past few months. The X executives recognize that video generates significant revenue for platforms like Facebook, TikTok, and Instagram, and they aim to capture a share of that market. The TV app is part of a broader strategy to entice content creators to switch to X.
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While revenue generation is a primary goal, the TV app could also help Elon Musk realize his vision of an uncensored video platform. Musk, a “free speech absolutist,” has criticized traditional media for controlling information and silencing dissenting voices. In response, he has invited figures like Tucker Carlson and other far-right personalities to create exclusive content for X.
It is currently unclear whether X will be available in regions outside the United States. The app is still in beta and does not yet support Apple TV.