X TV, Nothing Yet, Let's Talk While We Wait

Elon Musk is once again shaking up the tech world, and this time, YouTube is in his sights. His social media platform, X (formerly Twitter), is making a bold move into long-form video content, aiming to challenge YouTube’s dominance in the space. While YouTube has ruled the online video industry for nearly two decades, Musk sees an opportunity to disrupt the market with a platform that integrates video, social media, and even payments into one ecosystem.

The idea of X competing with YouTube is not entirely new. Since Musk acquired Twitter in 2022, he has pushed for more video content on the platform. He introduced monetization for creators, allowing them to earn revenue from their videos, and made long-form video uploads possible for premium users. However, the latest development takes things to a whole new level—an actual smart TV app similar to YouTube’s, designed to encourage users to consume video content on a larger screen. 

This move makes sense when you consider Musk’s ambition to turn X into an “everything app.” The platform is already experimenting with financial services, messaging, and even AI integration. Video is a natural extension of this vision, and Musk is betting that a streamlined experience, backed by X’s social features, can lure creators and viewers away from YouTube. 

But can X really compete with YouTube? That’s the billion-dollar question. YouTube is deeply embedded in the internet culture, with a massive library of videos, a sophisticated recommendation algorithm, and a well-established monetization system. Content creators on YouTube earn significant revenue through ad placements, sponsorships, and memberships. If X wants to compete, it will need to offer creators a reason to switch—either through better revenue-sharing, fewer restrictions on content, or innovative new features that YouTube lacks.

One advantage X has is its ability to integrate video content directly into its social media experience. Unlike YouTube, where users typically watch videos in isolation, X allows videos to go viral quickly through reposts, comments, and trending topics. If Musk plays his cards right, he could create an ecosystem where video content gets more engagement than on YouTube, making it more appealing for creators.

However, there are some serious challenges ahead. YouTube benefits from Google’s deep pockets and infrastructure, including the powerful Google Cloud and YouTube’s advanced content moderation tools. X, on the other hand, has faced criticism for its handling of misinformation and moderation since Musk’s takeover. If the platform becomes a haven for controversial or unregulated content, advertisers may hesitate to invest heavily in video ads.

Another factor to consider is YouTube’s dominance in search. Many people use YouTube not just for entertainment but also as a search engine for tutorials, educational content, and product reviews. X will have to find a way to make its video platform discoverable in a way that competes with YouTube’s SEO and recommendation engine.

Then there’s the question of whether users even want another video platform. TikTok is already dominating the short-form video space, while YouTube has expanded into YouTube Shorts to compete. Instagram and Facebook have also invested heavily in video. With so many platforms offering video content, X will need to prove that it brings something unique to the table.

Despite these hurdles, Musk’s track record suggests that he thrives in situations where others doubt him. He disrupted the automotive industry with Tesla, revolutionized space travel with SpaceX, and took on traditional banking with PayPal in the early days. If anyone has the vision—and the sheer willpower—to challenge YouTube, it’s him.

Whether X’s video platform succeeds or not, one thing is certain: competition is good for the industry. YouTube has long operated with little serious competition in the long-form video space, and Musk’s entry into this market could push YouTube to innovate further. It could also lead to better revenue models for creators, more diverse content options, and a greater focus on user experience.

So, will X become the next YouTube killer? It’s too early to tell. But if Musk’s past ventures are any indication, he won’t back down without a fight.