• by Colin Kirkland , May 29, 2025

Further investing in its “video-first” content strategy, X has announced “X Originals,” The rebranded push toward exclusive in-app programming includes new series featuring Khloe Kardashian, Anthony Pompliano, and more. 

X initially launched its original video programming at the start of 2024, announcing exclusive series led by former CNN anchor Don Lemon, former U.S. congresswoman Tulsi Gabbard and sports radio host Jim Rome, as well as sport-centric broadcasting with the WWE and the Big 3. 

According to X, the platform has released 17 shows with over 300 episodes across the U.S., Japan, the Middle East and the North Africa region. 

In direct competition with major streaming platforms and other original content series on social media apps, the company’s selling point is inviting viewers to immediately discuss the show in real-time on X. 

In 2022, when X was called Twitter, it was the leading platform for TV show discussion online, according to internal data released that year.

Back then, the company also had problems with major hosting rights deals signed with the MLB, the NFL and the NBA. In the end, viewers did not tune into the app to watch live game broadcasts, or the various TV shows Twitter tried to push on users. 

With Elon Musk at the helm, the company has adopted a new approach to in-app video content, signing new deals for “Khloe in Wonderland,” Khloe Kardashian’s interview series, as well as a business-focused program entrepreneur Anthony Pompliano, alongside other in-app shows.

So far, X has lost several of its biggest in-app shows, including a program with Paris Hilton (who ditched the project due to concerns about the rise of antisemitic content), Tucker Carlson (who started his own platform), Tulsi Gabbard (who has not launched an episode), and Don Lemon, (who offended Musk with his first episode and ended up suing the X owner).

As X continues to sign and air more exclusive series, it is working toward redefining itself as a video-first platform. Currently it is not viewed this way -- at least when compared to YouTube, TikTok, Instagram and other competing platforms.