Elon Musk's X is launching a video podcast featuring Serena and Venus Williams as part of its strategy to enhance video output. X plans to double its original production focused on sports and lifestyle content. Despite past controversies that have left some advertisers wary, X's head of original content noted significant progress in video content since early 2024, having already released more than 300 episodes and aiming for increased viewership. X seeks to monetize video through its X Amplify tool rather than investing development funds in original shows.
Mitchell Smith, X's head of original content, says the company's video ventures this year have moved from the "crawl" stage to "walk." He noted, "Having world-class athletes and creators in their own right like Serena and Venus willing to launch a show with us is a great illustration of the evolution."
So far, X has released more than 300 episodes of content across 18 originals since launching the effort in early 2024, which it says has yielded more than 700 million video views and 2 billion impressions.
X aims to double its output of original productions over the next year and a half, focusing on sports and lifestyle content to compete in the video space.
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