X continues to bet on vertical video with its latest update

X recently introduced a new immersive video player, signaling another major step in its ongoing trend toward video-centric experiences.

Nikita Beer, head of product for X, announced the update earlier this week, admitting that the previous video player was “desperately in need of an update.” The redesign aims to make watching video more attractive and easier to use, especially on mobile devices.

The update, which is currently rolling out on iOS, allows users to expand videos to full screen with a single tap. Once in full screen mode, viewers can swipe up to skip to the next video, which is reminiscent of the popular TikTok format.

While the new player aims to improve video viewing on mobile, some users argue that the update forces all videos to have a cropped, full-screen display, removing the option to display content in the original aspect ratio.

“This UI is so bad. Just let me watch full size videos,” one user said.

When another user asked which orientation was preferred, Pierre confirmed that a selfie was ideal. This approach reflects broader industry trends, where vertical videos dominate platforms like TikTok and Instagram Reels. Even streaming services have adopted this format, with Disney+ being the latest to offer a vertical video feed.

“Sorry, but video cropping motivated people to post square videos. We’re a mobile company,” he said, noting that X would stop cropping vertical content from now on.

Bier hinted that more video-focused updates are on the horizon as X doubles down on its video ambitions.

The timing of X’s update is notable, given that TikTok’s US operations were sold last month to a US investor group. Company X is positioning itself as a competitor, ramping up its video features to appeal to viewers and creators alike.

The recent introduction of the video player follows X’s launch of a personalized vertical video feed that became available globally last year. The company is also integrating AI-driven tools, such as Grok’s text-to-video feature.

Notably, Grok’s ability to generate images recently sparked controversy, leading to it restricting paying subscribers on X, due to the tool allowing users to create sexual and nude images of women and children.