X, formerly known as twitter, could launch a new CTV app as early as this week according to new reports from Elon Musk.
Writing on X, Musk indicated that the app, which will allow users to watch long-form videos from the platform, was “coming soon”.
According to Fortune magazine, the app will run across Amazon and Samsung smart TVs in an effort to compete with YouTube. Sources told the magazine that the app is similar in appearance to YouTube’s TV app.
In January, Musk claimed that X, which has been known for short-form written text or micro-blog style messaging, was to be a “video-first” platform.
Coming soon https://t.co/JlnlSL7eS9
— Elon Musk (@elonmusk) March 9, 2024
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The assertion came after a slew of advertisers including Disney, IBM and Apple withdrew their support after Musk commented a message that appeared to be in support of an antisemitic statement on the platform, to which Musk replied with expletives.
Prior to Musk’s fallout with advertisers, the platform had already begun losing revenue and enlisted Linda Yacccarino in an effort to get more money on board.
Despite highlighting his fierce opposition to advertising, Musk recently began advertising Tesla cars on X.
The move from traditional television to connected TV viewings from platforms like YouTube, and now potentially X, comes as older audiences are joining the shift to streaming.
