X has rolled out a new immersive video player for its iOS app, designed to refresh the user interface and prioritize vertical, mobile-friendly content. The update is a component of the company's ongoing strategy to become a "video-first platform" and more effectively compete for user engagement and ad revenue in the video space.
The move places X in more direct competition with established short-form video leaders like Meta's Reels and Google's YouTube Shorts. This enhancement aligns with a broader industry trend, with other platforms like Bluesky also recently launching similar vertical video feeds to capture user attention that has shifted toward the format popularized by TikTok.