X continues to bet on vertical video with its latest update

X has taken a significant leap in its video strategy with the launch of a new immersive video player, marking a pivotal moment in its commitment to video-centric experiences. Nikita Bier, head of product at X, revealed the update earlier this week, acknowledging that the previous video player was in dire need of an overhaul. The redesigned player is engineered to elevate the video-watching experience, particularly on mobile devices. Currently being rolled out to iOS users, this update allows for an effortless transition to full-screen mode with just a single tap. Once a video is expanded, viewers can easily swipe up to access the next video, mimicking the popular format seen on TikTok. Despite the enhancements, some users have expressed dissatisfaction, claiming the update forces all videos into a cropped full-screen format, eliminating the option to view them in their original aspect ratios. One user remarked, "This UI sucks so bad. Let me just watch full-scale videos." Bier responded to queries about preferred video orientation, confirming that portrait is the favored choice, aligning with the growing trend of vertical videos on platforms like TikTok and Instagram Reels. X's update arrives at a strategic time, especially after last month's sale of TikTok's U.S. operations to an American investor group. This move positions X as a formidable competitor in the realm of video content, as the platform amplifies its features to attract both viewers and creators. The new video player follows X's prior launch of a dedicated vertical video feed that went global last year. In addition to improving video consumption, X is also integrating AI-driven tools, such as Grok's text-to-video generation feature. However, Grok's image-generation capability has sparked controversy, leading to its restriction for paying subscribers due to concerns over the creation of inappropriate content. Looking ahead, Bier hinted at more video-focused updates on the horizon as X continues to bolster its video ambitions.