X continues to bet on vertical video with its latest update

Source: TechCrunch

Immersive Video Player Announcement

X recently introduced a new immersive video player, signaling another major step in its ongoing push into video‑focused experiences.

Nikita Bier, X’s head of product, announced the update earlier this week, admitting the previous video player “badly needed a refresh.” The redesign aims to make video consumption more engaging and user‑friendly, especially on mobile devices.

Image credit: @nikitabier on X

New Immersive Video Player

The update, currently rolling out to iOS, allows users to expand videos to full screen with a single tap. Once in full‑screen mode, viewers can swipe up to scroll to the next video, a behavior reminiscent of TikTok’s popular format.

User Feedback

Some users argue that the update forces all videos into a cropped, full‑screen view, removing the option to view content in its original aspect ratio.

“This UI sucks so bad. Let me just watch full‑scale videos,” — user comment

When another user asked which orientation is preferred, Bier confirmed that portrait is ideal. This mirrors broader industry trends, with vertical videos dominating platforms such as TikTok and Instagram Reels.

“Sorry, but cropping the video incentivized people to post square videos. We are a mobile company,” Bier said, noting that X will stop cropping vertical content moving forward.

Industry Context

Vertical video has become the default format for short‑form content. Platforms like TikTok and Instagram Reels have built their success on portrait‑oriented videos, and even traditional streaming services are adapting. For example, Disney+ introduced a vertical video feed.

The timing of X’s update is notable, given that last month TikTok’s U.S. operations were sold to an American investor group. X is positioning itself as a competitor, ramping up its video features to attract both viewers and creators.

X previously launched a dedicated vertical video feed that became available globally last year. The company is also incorporating AI‑driven tools, such as Grok’s text‑to‑video generation feature.

Future Directions

Bier hinted that more video‑focused updates are on the horizon as X doubles down on its video ambitions. However, Grok’s image‑generation capability recently sparked controversy, leading to its restriction to paying subscribers due to concerns over the creation of sexualized and nude images of women and children.