X has introduced a new Video Tab designed to improve video discovery and engagement for users in the U.S. The feature offers a full-screen, immersive experience, allowing audiences to explore trending content, top creators, and live events in a centralized feed.
The Video Tab, accessible through a play button icon in the navigation bar, curates a selection of recommended videos spanning sports, entertainment, news, and viral trends. The update integrates with X’s real-time content model, making video more accessible and engaging for users.
“The Video Tab makes it easy for the best creators to tap into the hottest platform in the world,” said Linda Yaccarino, CEO of X. “X is where the cultural conversation is happening. If you’re not on X, you’re out of the loop.”
X reports that video views on the platform have increased by 40% in 2024, with more creators leveraging video content to reach wider audiences. The company also notes that Gen Z engagement has grown, with the demographic now making up 35% of its user base. This increase highlights the growing role of video in social media engagement and content consumption trends.
The new Video Tab also presents opportunities for advertisers. Through Immersive Takeovers, brands can secure premium ad placements within the Video Tab, maximizing visibility during key moments. By positioning content in a high-traffic area, advertisers can increase engagement with their target audiences.
With video playing an increasingly central role in digital media, X’s latest update reflects its ongoing investment in enhancing user experience and expanding content opportunities. The Video Tab is part of the company’s broader efforts to integrate video with its real-time engagement model, ensuring users and creators have access to a more dynamic content ecosystem.