As part of its ongoing push, X is launching 4K video for premium creators. Video consumption on X has increased by 50% year-over-year, Yaccarino added. 

Betting on live sports 

X is also tapping into the power of second-screen fandom, particularly for live sports events. 

X launched a sports portal this year in collaboration with the NFL that aggregates conversations and highlights from all teams in one place, according to Yaccarino. She noted a “wild participation” during the NFL Draft, describing it as a huge success for their marketing efforts, with partners seeing double or even triple the usual impact. 

She noted partnerships with ESPN, FIFA, and the Olympics are set to elevate X’s role in sports media and fan engagement.