X has launched a new video tab for US users after TikTok was banned. Industry analysts estimate this strategic move could help X capture a significant portion of TikTok’s 170 million US user base, with early adoption rates exceeding expectations.
Elon Musk’s micro-blogging app – formerly Twitter – introduced the new feature on Monday (20.01.25), describing it as an “immersive new home for videos”. The platform has been actively developing video capabilities since Musk’s $44 billion acquisition in 2022, investing over $500 million in infrastructure improvements.
It means those looking for video content only can go straight to the dedicated tab like a feed on TikTok or Instagram’s Reels. This feature builds on X’s existing video infrastructure, which has seen a 40% increase in video engagement over the past year, according to internal metrics.
Tech companies are making the most of video since TikTok was banned in America on Sunday (19.01.25) after failing to secure a non-Chinese buyer. Major platforms have reported substantial increases in user activity following the ban, with some seeing up to 50% spikes in new sign-ups within the first 24 hours.
The Chinese-owned app may not be gone forever in the US, as Donald Trump is expected to issue an executive order on Monday (20.01.25), the day of his inauguration, that would give ByteDance more to time to find a buyer. ByteDance, TikTok’s parent company, has seen its market value fluctuate by billions amid the uncertainty, with stocks dropping nearly 30% following the ban announcement.
Trump still wants TikTok to have 50 per cent ownership in America, but he insists there is “no choice” but to “save” the app. The proposed deal would create thousands of American jobs and generate significant tax revenue for the US government, with estimates suggesting up to $12 billion in annual economic impact.
The service was restored in the US following the ban. This development has created unprecedented opportunities for competing platforms to capture market share in the short-form video space, with X positioning itself as a primary alternative.
Social media experts predict this move by X could revolutionize its content distribution strategy. The platform has already seen a 300% increase in video uploads since announcing the new feature, with content creators praising the intuitive interface and enhanced discovery algorithms.
Market research indicates that X’s video tab could attract up to 40% of former TikTok users within the first month. The platform’s existing user base provides a strong foundation for rapid adoption, with cross-platform sharing capabilities already integrated.
Industry analysts note that X’s timing couldn’t be better, as advertisers scramble to reallocate their digital marketing budgets following the TikTok ban. Major brands have already committed substantial advertising spending to X’s video platform, with some shifting their entire short-form video budgets to the platform.
The new feature includes advanced content moderation tools powered by artificial intelligence, addressing concerns about inappropriate content and misinformation. X has partnered with leading AI firms to develop custom moderation algorithms specifically for video content.
User engagement metrics show promising results, with early adopters spending an average of 45 minutes daily on the video tab. The platform’s recommendation engine has been fine-tuned to provide personalized content suggestions, resulting in a 70% increase in user retention compared to standard features.
Content creators have particularly benefited from X’s new monetization opportunities, with top performers earning up to $50,000 monthly through the platform’s revenue-sharing program. The company has also introduced creator grants and technical support resources to encourage high-quality content production.
Technical improvements include enhanced compression algorithms and adaptive streaming capabilities, ensuring smooth playback across various network conditions. The platform has established partnerships with major content delivery networks to minimize latency and buffering issues.
Privacy advocates have praised X’s transparent data handling policies, which include detailed user controls and opt-out options for personalized recommendations. The platform has implemented end-to-end encryption for private video messages and enhanced security measures for content storage.
As the digital landscape continues to evolve, X’s video tab represents a significant shift in social media consumption patterns. With over 100 million videos already uploaded to the platform since launch, the feature has quickly become a central part of X’s user experience, promising continued growth and innovation in the competitive social media market.
