X continues to bet on vertical video with its latest update

X launches new immersive video player

X released a new immersive video player for iOS users this week to accelerate its transition into a video-centric platform. Nikita Bier, the head of product at X, announced the update and acknowledged that the previous video interface required a significant overhaul. This redesign changes how users interact with media by prioritizing full-screen, vertical content over the traditional feed layout.

The update allows iOS users to expand any video to fill their entire screen with a single tap. Once the video occupies the full screen, the app enables a swipe-up gesture to discover new content. This navigation model directly mimics the browsing experience found on TikTok and Instagram Reels.

The company intends for these changes to increase time spent in the app and simplify content discovery. The Verge has observed that X is increasingly distancing itself from its text-based roots to capture a share of the short-form video market. This rollout follows a global launch of a dedicated vertical video feed that the company introduced last year.

Users criticize forced video cropping

The new interface has already faced significant pushback from long-time users who prefer original aspect ratios. Critics argue that the player forces all content into a cropped, full-screen view, which cuts off the edges of landscape and square videos. One user described the new interface as a step backward, requesting the ability to watch videos in their original scale.

Bier defended the design choice by stating that portrait orientation is now the ideal format for the platform. He confirmed that X will prioritize vertical content moving forward to align with mobile viewing habits. Bier noted that the company will stop cropping vertical content, but he admitted that the current system incentivizes creators to post square or vertical videos.

The product lead justified these changes by labeling X a mobile-first company. He suggested that users should adapt to the portrait-dominant landscape that defines the modern smartphone experience. This shift effectively penalizes creators who produce traditional 16:9 widescreen content, as their work may no longer fit the new player’s constraints.

X targets the TikTok audience

The timing of this update coincides with massive shifts in the social media landscape, specifically regarding TikTok. Recent reports indicate that TikTok’s U.S. operations were sold to an American investor group, creating a window of opportunity for competitors. X is positioning itself as a primary alternative for creators and viewers who may be looking for a new home for short-form media.

X is not the only legacy platform chasing this format. Disney+ recently integrated a vertical video feed into its streaming service to drive engagement. The industry-wide pivot suggests that the swipe-to-scroll mechanic is now the standard for digital media consumption across all categories.

To compete with established giants, X is focusing on several key technical features:

• Universal full-screen expansion for all video types on iOS.
• Swipe-up gestures to facilitate endless scrolling through recommended media.
• Portrait-first optimization to maximize screen real estate on mobile devices.
• AI-driven recommendations designed to keep users in the video player longer.

AI tools and safety concerns

X is also integrating advanced artificial intelligence into its video ecosystem. The company is currently testing Grok’s text-to-video generation feature, which allows users to create moving images from simple text prompts. This tool aims to lower the barrier to entry for content creation, allowing users to populate the new video player without high-end equipment.

However, the rapid deployment of AI tools on X has led to significant safety controversies. Grok’s image-generation capabilities recently came under fire for allowing users to generate non-consensual sexualized images. These incidents forced X to restrict certain AI features to paying subscribers only as the company attempts to implement better guardrails.

The safety of the video feed remains a primary concern for advertisers and users alike. While AI can generate content quickly, it also creates risks regarding deepfakes and misinformation. X has not yet detailed how its new immersive player will distinguish between human-made videos and AI-generated content in its recommendation algorithm.

The future of video on X

Bier hinted that the current player is only the beginning of a larger roadmap for media on the platform. The company plans to introduce more video-focused updates throughout 2024 and 2025. These updates likely include better monetization tools for creators and improved livestreaming capabilities to compete with YouTube and Twitch.

Industry leaders are watching these developments closely. At the TechCrunch Founder Summit 2026 in Boston, over 1,100 founders will gather to discuss scaling strategies in this new media environment. June 23, 2026, will serve as a key date for tech leaders to evaluate how platforms like X have successfully or unsuccessfully transitioned into video-first entities.

The current state of the tech industry suggests a massive migration of talent and attention. Here are the current trends affecting the social media market:

• The computer science exodus: Students and engineers are moving toward AI-specialized startups.
• AI developer efficiency: Companies like Spotify report that their top developers are using AI to write code more efficiently.
• Rapid valuation growth: Startups like Recursive Intelligence have raised $335 million at a $4 billion valuation in just four months.
• Executive shifts: Major talent, including the creator of OpenClaw, is moving to OpenAI to lead new initiatives.

X must navigate these competitive pressures while fixing the bugs in its new player. While the company is doubling down on its video ambitions, it must balance the needs of its original text-based user base with its goal of becoming an everything app. For now, the focus remains on perfecting the mobile experience, even if it means frustrating users who prefer traditional video formats.