Elon Musk’s X has begun rolling out a dedicated vertical video feed to users around the world just days after its U.S. debut, TechCrunch has learned exclusively and confirmed to the company.
TechCrunch discovered on Friday that the new feature is appearing in various regions outside the United States, including India, Australia, and some European markets. An X spokesperson confirmed to TechCrunch that the global rollout of vertical video feeds is currently “in progress.” This new feature can be accessed through a dedicated tab in the X app. It is prominently located on this tab next to the Grok button.
The spokesperson also acknowledged that this rollout is specific to iOS, so Android users will have to wait a little longer. (The company did not reveal the exact timing of Android’s launch.)
Earlier this week, X rolled out a vertical video feed in the US as TikTok’s ban leaves its future in the market uncertain. The ban comes as President Trump extended the deadline for TikTok to reach a deal that would transfer control of some, if not a complete sale, of its U.S. operations to U.S. companies to protect national security interests. Execution is currently suspended.
In addition to providing entertainment, the new video feature can also display ads after users scroll through some short videos. This helps the company generate additional revenue by keeping users engaged with video content. This is a common strategy for social networks like Instagram, TikTok, and others.
The video experience is generally a key focus for X. Last year, the platform launched a standalone TV app that shows videos from creators and organizations. X now allows users in 2022 to scroll through short videos by tapping on the video in the timeline and swiping up.