X has launched a dedicated video tab for users in the U.S. The company announced the feature on its official X account, stating, “An immersive new home for videos is rolling out to users in the US today.” X CEO, Linda Yaccarino further confirmed the update in a post, “The Video Tab has arrived. LFG.”

The feature is now available to users who have updated to the latest version of the app. The new video tab replaces the previous "Communities" tab in the bottom function bar and is located between the Grok button and the notification panel.

X's shift toward video-first content

X has been testing video content for years, but this move highlights a shift in strategy to make video more prominent on the platform. The company initially introduced an “immersive media viewer” in September 2022, before Elon Musk’s acquisition of the platform.

X's push towards video content and its competition

X’s focus on video comes at a time when social media platforms are increasingly focusing on short-form video formats. The company reports that video views have grown by 40% year-over-year. 

In September, X introduced its TV app in Beta, designed to display videos from various creators and organizations. Yaccarino has also hinted that the full launch of X TV is expected in 2025. X is also testing its video conferencing feature.

The launch of the video tab follows the growing popularity of TikTok-like features across social media apps. Bluesky recently introduced custom video feeds for its mobile users. 

The rollout of X’s new feature also coincides with ongoing uncertainty surrounding a potential TikTok ban in the U.S., pushing platforms to enhance their video offerings.

‍