X Originals and Expanded Video Push
X is ramping up its original content efforts under the new “X Originals” label, aiming to build a premium slate of programming featuring popular communities like sports, pop culture, business, and finance. The platform highlights the unique appeal of combining content consumption with real-time creator interaction through its chat feature below episodes.
Challenges with Integrating Content and Engagement
Previous attempts to merge live sports broadcasts and exclusive video content with X’s real-time discussion environment were largely unsuccessful. Users prefer using X as a second screen rather than consuming video content directly on the platform. Despite hosting rights deals with MLB, NFL, NBA, and others, integrated viewing experiences did not gain traction.
Current Original Content Slate
Over the past year, X has signed and hosted exclusive content from various creators and shows, including:
- Khloe Kardashian’s “Khloe in Wonderland”
- Anthony Pompliano’s “From the Desk of Anthony Pompliano”
- Paris Hilton (project now seemingly dropped)
- Tucker Carlson (before his departure)
- Don Lemon (show canceled after Elon Musk interview)
- Tulsi Gabbard (documentary-style political series, also dropped)
- Jim Rome’s “The Jungle”
- WWE’s weekly “WWE Speed” show
- The Big 3 retired NBA league games
- Rap battle show Verzuz (planning a comeback)
- Investment series “Going Public”
- Football docu-series “The Offseason”
- NHL’s “4 Nations” tournament
- Athlos athletic events
- Special docu-series “The Art of the Surge” and “All-In with the Boston Celtics”
Outlook and Platform Positioning
While X
