X to introduce video-only feed to rival TikTok: report

It has been revealed that X is in the process of setting up a video-only feed on the platform in an attempt to rival TikTok and Instagram, the latter of which has put an emphasis on its Reels feature in recent months. Since purchasing X, Elon Musk has hinted at making it a go-to destination for those seeking video content, however, this marks the first time he has moved to create a tab dedicated to that medium.

Sources familiar with the matter told the New York Post that a beta version of the video-only feed will be made available to some users as soon as the end of summer. It is expected to provide not just short clips, but long-form content as well.

They explained that the goal of the project was to put a greater emphasis on video content, a move already made by other social media giants. Amidst the potential ban of TikTok in the US, there is an opportunity for another major player to step up and dominate the market. 

"X is becoming a new video destination," one of the sources said, noting that the company is also working on a smart TV app that would allow users to stream video content to their televisions.

The move is part of X's attempt to grow its exclusive content market. Under the leadership of CEO Linda Yaccarino, it has managed to strike deals with a number of sports leagues, politicians, and celebrities to create content that can only be viewed on X. It has also worked to entice smaller creators to produce content on the platform via revenue share programs.

Under previous leadership, Twitter attempted to jump into the video arena by purchasing Vine and launching the live-streaming app Periscope. Both those endeavors failed, however, and have not been revived.

In April, Musk appeared ready to give it another shot, asking users on X, "Bring back Vine?"

Of the over 2 million people who responded, nearly 70 percent said yes.