X, formerly known as Twitter, is ramping up its efforts to become a destination for original video content with the launch of its new initiative, “X Originals.” The platform has announced it has already released 17 shows and over 300 episodes across markets including the US, Japan, and the Middle East and North Africa (MENA), as part of its year-long expansion into premium content.
Real-Time Engagement to Drive Premium Content Growth
“Over the last year, we’ve released a slate of premium content series, together with some of the internet’s top talent…We’ve already released 17 shows with over 300 episodes across the US, Japan, and MENA, and we’re just getting started—continuing to build premium original content series for X’s most popular communities like sports, pop culture, business & finance, and more.”
The company is hoping to utilise its long-standing strength in real-time engagement and social conversation to carve out a unique niche in the crowded digital entertainment space.
Platform Built on Conversation Now Embraces Content
X’s pitch to creators and viewers revolves around its ability to merge video with social interaction. “Nowhere else can you watch a new series with your favourite creators AND talk to them immediately below the episode.”
The integration of content and conversation has been a core element of the platform’s draw. Previously, under Twitter’s earlier leadership, live sports broadcasts including MLB, NFL, and NBA games were introduced. The said events did not retain consistent viewers, with many users choosing to engage with Twitter as a secondary experience.
Diverse Slate of “X Originals” Content
While still modest compared to competitors, the current “X Originals” line-up spans a range of genres and creators.
Notable examples include:
- Khloe Kardashian with her interview series Khloe in Wonderland
- Anthony Pompliano’s business-focused show From the Desk of Anthony Pompliano
- Jim Rome’s ongoing sports commentary show The Jungle
- Weekly sports content from WWE Speed and The Big 3
- Rap battle series Verzuz, and documentary-style programmes like The Offseason and The Art of the Surge
However, several high-profile projects have fizzled out, including shows by Don Lemon and Tulsi Gabbard, and a reported project with Paris Hilton.
Facing the Challenge of a Video-First Market
Analysts remain sceptical about X’s ability to become a dominant video platform despite the growing slate.
“That’s not bad, I guess, in terms of expanded original programming. But 15 or so shows is also not going to make X a serious player in this space…”
Rivals like YouTube, TikTok, Instagram, and Snapchat offer larger audiences and more robust monetisation options for creators. As one critic pointed out:
“X is not a video-first platform. TikTok is, as is YouTube, and both Instagram and Snapchat are inching ever-closer to being video-first in their own ways.”
X faces an uphill battle in turning its conversational strength into video success, with declining user numbers and limited creator incentives.
Real-Time Interaction as a Differentiator
X is banking on something it says other platforms can’t offer: instant, built-in audience interaction.
The platform hopes creators will be drawn to the unique real-time interaction on X, but “could” is the key word. Competing against video giants presents a significant challenge. Meanwhile, “X Originals” represents a decisive push to reshape the platform’s identity beyond its traditional focus.