X has unveiled a new immersive video player, marking a significant advancement in its commitment to video-centric experiences. This update, announced by Nikita Bier, the head of product at X, aims to revitalize the platform's video interface, which had been deemed in need of improvement.
The redesigned player is now being rolled out to iOS users, allowing for a seamless transition to full-screen mode with a simple tap. Users can easily swipe up to navigate to the next video, a feature reminiscent of the popular TikTok interface.
While the update is designed to enhance the mobile viewing experience, some users have expressed concerns. They argue that the new player forces all videos into a cropped full-screen format, eliminating the option to view them in their original aspect ratios. One user expressed frustration, stating, "This UI sucks so bad. Let me just watch full-scale videos."
In response to a question about preferred video orientation, Bier confirmed that vertical is the way forward, aligning with broader trends in the industry where vertical videos are becoming increasingly dominant across platforms like TikTok and Instagram Reels. Even major streaming services are adopting this format, with Disney+ being the latest to introduce a vertical video feed.
Bier acknowledged the previous cropping issue, noting that it had influenced users to create square videos, emphasizing that X is focused on mobile experiences. He reassured users that the platform will no longer crop vertical content in the future.
Looking ahead, Bier hinted at additional video-centric updates as X continues to invest in its video capabilities. This update comes at a pivotal time, particularly after TikTok's U.S. operations were acquired by an American investor group last month. X is positioning itself as a formidable competitor, enhancing its video features to attract both viewers and content creators.
The new video player follows the launch of X's dedicated vertical video feed, which was made available globally last year. The platform is also integrating AI-driven tools, such as Grok's text-to-video generation feature, to further enrich user experience.
Notably, Grok's image-generation capabilities have sparked controversy recently, leading to restrictions on its use for certain content types, highlighting the platform's commitment to user safety and content quality.