X, previously known as Twitter, is set to enhance the smart TV experience with its new “X TV App,” aiming to rival YouTube‘s dominance in video streaming. This strategic move marks a significant pivot from X’s text-based roots to a video-first platform, reflecting a broader trend of social media platforms integrating more deeply with television-based entertainment.
According to Statista, Netflix and YouTube are the two most used apps on smart TVs. These two programs are followed by other streaming services such as Amazon, Hulu or HBO, and Facebook is also one of the most installed apps on smart TVs. On a global scale, Google and the two apps of the Meta group have an impact on smart TVs, while X remained silent on the subject until it launched the “X TV App”.
The X TV app has innovative features
The X TV app promises to revolutionize how viewers engage with content on their televisions. With features like a trending video algorithm and AI-powered topics, X intends to deliver a personalized and immersive viewing experience. Users can expect seamless integration across devices, allowing them to start watching a video on their mobile and effortlessly continue on their TV. This cross-device functionality not only enhances user convenience but also caters to the growing demand for integrated multi-screen experiences.
Linda Yaccarino, CEO of X, highlighted that the app would focus on real-time, engaging content, making it a go-to companion for high-quality entertainment on a larger screen. The app’s development also includes enhanced video search capabilities and easy streaming from mobile devices, ensuring that users can enjoy their favorite videos without hassle. The CEO, who made his statements on ‘X’, also said that the application will soon be on all smart TVs. Here are those explanations:
From the small screen to the big screen X is changing everything. Soon we’ll bring real-time, engaging content to your smart TVs with the X TV App. This will be your go-to companion for a high-quality, immersive entertainment experience on a larger screen. We’re still building it… pic.twitter.com/QhG6cVDpZ8
— Linda Yaccarino (@lindayaX) April 23, 2024
Potential to rival YouTube
YouTube has long been a leader in the digital video space, known for its extensive content library and user-friendly interface. However, with the launch of the X TV App, X is positioning itself as a formidable competitor. The new app not only mimics some of YouTube’s features but also introduces unique innovations that could attract a significant user base. The integration of AI to curate video topics and the emphasis on a seamless viewing experience across different devices set X TV app apart in a crowded market.
Market impact and future prospects
The introduction of the X TV App could potentially reshape the landscape of video streaming on smart TVs. By leveraging its large existing user base and integrating cutting-edge technology, X is well-positioned to challenge established players like YouTube. The success of this new venture will depend on several factors, including the richness of content, ease of use, and how well it integrates with users’ existing digital ecosystems.
As the app rolls out to various smart TV platforms, it will be crucial to monitor user reception and engagement. If X can deliver on its promises, the X TV App may not only compete with YouTube but also set new standards for what viewers expect from video streaming services on smart TVs.
The launch of the X TV App signifies a bold step for X into the video streaming arena, with potential implications for the broader media landscape. As smart TVs continue to be a focal point for digital entertainment, X’s entry with an innovative and user-focused app could disrupt the status quo and redefine how content is consumed in the living room. Only time will tell how this competition will unfold, but the stage is set for an exciting evolution in smart TV entertainment. The X TV app will perhaps change the way users view the big screen experience. But only time will tell which factors will be decisive in its competition with YouTube. How users adapt to the new platform, the richness of content and ease of use will be key to the success of this new service.
Featured image credit: Furkan Demirkaya
