Musk aims to encourage users to watch enhanced video content on large screens; This is in line with previous plans to attract influencers and advertisers by transforming X into a video-centric platform, which he hinted at in July.

According to Forbes sources, Musk plans to position X as a rival to well-known platforms such as YouTube by targeting various services such as Twitch, Signal and even Reddit.

Clearly Musk wants to carve out a place for X, formerly known as Twitter, in the competitive video streaming market. The service, which announced X as a “video first platform” in January, has gained new features reminiscent of TikTok with its immersive effect.

How will X attract creators to the platform?

Musk’s strategy appears to be focused on attracting media personalities and game publishers. Most importantly, X recently signed a deal with former CNN host Don Lemon for a special and has also featured content from questionable figures like Tucker Carlson on its platform.

While encouraging creators to move to X, Musk highlights the potential revenue increase from improved advertising. Well-known YouTuber Mr. Beast tested the platform with significant revenue, but questioned its sustainability due to possible ad-induced inflation.

While it may be very difficult to challenge YouTube’s dominance, X aims to leverage financial incentives to attract content creators. Latest data shows a significant YouTube audience on TVs, highlighting the potential market for extension X.

Problems X

Despite ambitious deals and opportunities, X is facing challenges due to reported user declines and advertiser churn. A recent report showed a significant decline in usage of the platform, due in part to controversy surrounding Elon Musk’s comments and the departure of prominent advertisers.

In addition, CEO Linda Jaccarino said in an internal meeting that X’s valuation has fallen significantly since Elon Musk took ownership, reflecting investors’ concerns and highlighting the need for renewed strategies to generate profits.