X Doubles Down on Vertical Video in New Update
▼ Summary
– X has introduced a new immersive video player, representing a major push into video-focused experiences.
– The update allows users to tap to view videos in full screen and swipe to the next video, mimicking TikTok’s format.
– Some users criticize the player for forcing a cropped, full-screen view and removing the original aspect ratio option.
– The product head confirmed a preference for portrait orientation, aligning with industry trends from platforms like TikTok.
– X is positioning itself as a video competitor, with more updates planned and AI tools being incorporated into its video strategy.
X has rolled out a significant redesign of its video player, marking a deeper commitment to mobile-first, vertical video content. The update, which is currently being released for iOS users, introduces a more immersive viewing experience by allowing videos to expand to full screen with a single tap. Once in this mode, viewers can swipe vertically to discover the next clip, a format that closely mirrors the mechanics of popular short-form video platforms. This strategic shift underscores the platform’s ambition to become a major destination for video consumption and creator activity.
The company’s head of product, Nikita Bier, publicly announced the refresh, stating the previous player “badly needed” an overhaul. The core objective is to make watching videos more engaging, particularly on smartphones. However, the change has not been universally welcomed. A notable point of contention is that the new interface forces all videos into a cropped, full-screen view, effectively removing the user’s ability to watch content in its original aspect ratio. This has sparked criticism from some users who feel the update degrades the viewing experience for traditionally formatted videos.
In response to user feedback questioning the preferred orientation, Bier confirmed that portrait is the ideal format for the platform. He explained that the previous system of cropping videos inadvertently encouraged users to post in a square aspect ratio. “We are a mobile company,” Bier noted, emphasizing that moving forward, X will cease cropping vertical content to better accommodate native mobile recording. This alignment with vertical video follows a clear industry trend, with the format dominating spaces like TikTok, Instagram Reels, and even being adopted by streaming services such as Disney+.
The timing of this push is strategically significant. It arrives shortly after the sale of TikTok’s U.S. operations to an American investor group, a move that has created a perceived opening in the social video landscape. X appears to be positioning itself as a viable competitor, aggressively enhancing its video features to attract both audiences and content creators. This new video player builds upon earlier initiatives, including a dedicated vertical video feed launched globally last year.
Looking ahead, Bier hinted that more video-centric updates are in development as the platform continues to invest in this area. These ambitions are part of a broader product evolution that includes integrating AI-driven tools. One such feature is Grok’s text-to-video generation capability. It’s worth noting that Grok’s AI image generation recently faced controversy, leading to its restriction to paying subscribers after it was found the tool could be used to create inappropriate imagery.
(Source: TechCrunch)
