Elon Musk’s X has started expanding the rollout of its dedicated vertical video feed to users around the globe just days after its debut in the U.S., TechCrunch has exclusively learned and confirmed with the company.
On Friday, TechCrunch spotted the new feature had appeared in various regions outside the U.S., including India, Australia, and some European markets. An X spokesperson confirmed to TechCrunch 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 need to wait a bit longer. (The company did not share an exact timeframe for the Android launch.)
Earlier this week, X released its vertical video feed in the U.S. amid uncertainty around TikTok’s future in the market as a result of the TikTok ban. Enforcement of the ban is currently on pause as President Trump extended the deadline for TikTok to make a deal that would cede some control to a U.S. entity, if not a full divestment of its U.S. 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 a few short videos. This helps the company generate additional revenue by keeping users engaged with the video content — a strategy common across social networks, including Instagram, TikTok, and others.
Video experiences have become a key focus for X in general. Last year, the platform launched a stand-alone TV app to show 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 it up.
