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Social media platform X (formerly Twitter) has unveiled a new dedicated video tab for users in the United States. The feature, which began rolling out on Sunday, is aimed at enhancing the app’s focus on video content.
X CEO Linda Yaccarino announced the feature in a post on the platform, saying, “The Video Tab has arrived. LFG.” The new tab is positioned between the Grok AI chatbot button and the notification panel, offering users a more immersive video-viewing experience.
What the Video Tab Offers
The new feature builds on X's previous experiments with video content. According to a promotional video, users can now access videos more prominently, with easier navigation and discovery options. X had already introduced its "immersive media viewer" in 2022, which allows users to watch videos in full-screen mode and browse additional video content by scrolling up.
This move comes at a time of significant change in the social media landscape, as TikTok recently faced a US ban due to concerns over its Chinese ownership. TikTok briefly went offline for US users but restored services on Sunday after clarifications regarding its operations.
Industry Moves Amid TikTok's Challenges
X isn’t the only company capitalising on TikTok's regulatory struggles. Instagram head Adam Mosseri recently announced Edits, a video editing app designed for creators. Set to launch on March 13, Edits is described as offering more advanced features than ByteDance’s CapCut, which was recently removed from Apple's App Store.
As competition in the video content space heats up, X’s new feature positions it as a contender in the evolving digital video market. The rollout also underscores a shift in the platform’s strategy under Elon Musk’s ownership, aiming to capture a larger share of the video-focused audience.
