X is doubling down on vertical video. The platform rolled out a redesigned immersive video player on iOS, marking another step in its transformation from a text-first network into a mobile-native, video-forward experience.
Announced by Nikita Bier, X’s Head of Product, the update replaces what he described as a video player that “badly needed a refresh.” The new design makes video viewing more fluid and addictive particularly on mobile.
The new player allows users to expand videos to full screen with a single tap. Once inside, swiping up immediately loads the next video, a familiar mechanic popularized by TikTok and now deeply embedded in how we consume short-form content.
The message is clear: X wants vertical video to feel native, not bolted on. But the rollout hasn’t been universally welcomed.
Some users have criticized the forced full-screen format, arguing that it crops videos and removes the option to view them in their original aspect ratio. One user bluntly summed up the frustration: “This UI sucks so bad. Let me just watch full-scale videos.”
Bier’s response? Portrait is preferred. X considers itself a mobile company, and vertical is the default.
He also clarified that while the platform previously cropped videos, inadvertently encouraging square formats, it will stop cropping vertical content going forward.
Following the Industry’s Vertical Gravity
X’s shift mirrors a broader industry reality: vertical has won.
From TikTok to Instagram Reels, mobile-first portrait video has become the dominant language of social platforms. Even streaming services are adapting. Disney+ recently introduced a vertical video feed, further blurring the line between traditional entertainment and social consumption.
For X, this isn’t just about UI polish. It’s strategic positioning.
Last year, the company launched a dedicated vertical video feed globally. It has also been integrating AI-driven tools like Grok’s text-to-video feature, signaling that video, and generative creation, will play a central role in its evolution.
The timing matters too.
With TikTok’s U.S. operations recently sold to an American investor group, the competitive landscape is shifting. X appears to be seizing the moment, refining its video infrastructure to attract creators and capture attention while the market recalibrates.
The new immersive player is likely just the beginning. Bier hinted that more video-focused updates are on the horizon.