Elon Musk’s X has begun expanding its dedicated vertical video rollout to users around the globe just days after its US debut, TechCrunch has learned and confirmed exclusively with the company.
On Friday, TechCrunch noted that the new feature had rolled out in various regions outside the US, including India, Australia and some European markets. An X spokesperson confirmed to TechCrunch that the global rollout of the vertical video feed was currently “underway.” The new feature is accessible through a dedicated tab in the X app, where it has a prominent placement next to the Grok button.
The spokesperson also confirmed that the rollout is specific to iOS, meaning Android users will have to wait a little longer. (The company did not share an exact timeframe for the Android release.)
Earlier this week, X released its vertical video in the US amid uncertainty about TikTok’s future in the market as a result of the TikTok ban. Enforcement of the ban is currently on hold after President Trump extended a deadline for TikTok to strike a deal that would give a US entity some control, if not a complete divestment of its US operations, to protect national security interests .
In addition to providing entertainment, the new video feature also allows X to display ads after users scroll through several short videos. This helps the company generate additional revenue by keeping users engaged with video content – a common strategy across social networks, including Instagram, TikTok and others.
Video experiences have become the main focus for X in general. Last year, the platform launched a standalone TV app to showcase videos from creators and organizations. X also enabled users in 2022 to scroll through short videos by tapping on a video in the timeline and swiping up.
