X Embraces TikTok's Swiping Video Style

X recently launched an immersive video player, marking a significant expansion of its video-focused features. Announced earlier this week, the redesign aims to improve user experience, particularly on mobile devices.

The new player, now available on iOS, allows users to enter full-screen mode with a single tap. From there, swiping up navigates to the next video, a feature popularized by TikTok. This orientation prioritizes vertical videos, aligning with current industry trends seen across platforms like Instagram Reels and Disney+.

While some users expressed concern over forced full-screen viewing, X's head of product confirmed the emphasis on portrait mode for mobile users. This strategic shift follows X's introduction of a dedicated vertical video feed globally last year and its ongoing integration of AI tools, such as Grok's text-to-video generation. The company is positioning itself to attract more viewers and creators in the competitive video landscape.