David Bridges
X has officially revealed its highly anticipated 18th installment of the X Originals video series, featuring the exciting new program titled “NFL Top 100.” This exclusive series is poised to premiere on the platform next week, offering viewers a unique glimpse into the league’s elite talent.
X elaborated further on this development:
“Produced by NFL Films, ‘NFL Top 100’ will showcase three-to-five-minute episodes spotlighting the top 100 players in the league, as determined by votes from current NFL players. New episodes will be released on weekdays at 10 a.m. and 11 a.m. ET on X and NFL+, starting June 30 and continuing until Friday, August 29.”
This program will also be available on NFL+, making it a semi-exclusive offering. Regardless, this addition will significantly enhance X’s repertoire of sports programming, aligning with its stated commitment to a “video-first” approach aimed at increasing user engagement through compelling video content.
X has successfully maintained its broadcasting partnership with the NFL, collaborating with the league on various initiatives, including a special in-app gameday portal that enhances the viewing experience for fans.
Given that sports consistently rank as the most popular topic of conversation on the platform, and with the NFL being the most discussed sport among users, it is a strategic move for X to concentrate on sports content. This focus is especially relevant as Meta seeks to introduce its own sports engagement features on Threads, creating a competitive landscape.
Moreover, this strategic alignment is advantageous for the NFL, considering the millions of passionate fans who actively engage with the app, creating a vibrant community centered around the sport.
The “NFL Top 100” series is set to run for an exciting 10 weeks, seamlessly leading into the highly anticipated 2025 NFL season. This initiative aims to solidify X’s position as a premier platform for NFL enthusiasts, fostering a deeper connection between fans and the sport.
Despite its commitment to a “video-first” strategy, X still faces challenges in establishing a robust library of original content. This inconsistency may hinder its ability to fully capitalize on its video capabilities and attract a broader audience.
Notably, this marks X’s 18th foray into the realm of “X Originals.” However, the majority of the programming that has been launched thus far has primarily catered to niche audiences, limiting its overall impact.
To date, X’s Originals lineup includes:
- Khloe Kardashian in her engaging “Khloe in Wonderland” interview series
- Anthony Pompliano in his insightful business-focused program “From the Desk of Anthony Pompliano”
- Paris Hilton, featured in a yet-to-be-revealed project (which appears to have been shelved)
- Tucker Carlson, whose interviews once drew millions of views before transitioning to his own platform
- Don Lemon, whose X show was canceled following an interview with Elon Musk
- Tulsi Gabbard, who was working on a series of documentary-style programs focused on U.S. politics (now seemingly abandoned)
- Jim Rome, who continues to broadcast his show “The Jungle” on the platform
- WWE, which presents a weekly “WWE Speed” show within the app
- The Big 3 league of retired NBA players, which aired weekly games on the platform last season (now featured on CBS)
- The rap battle show Verzuz, which is aiming for a comeback on X
- The investment-focused program “Going Public”
- Football docu-series “The Offseason”
- NHL’s “4 Nations” tournament
- Athlos athletic events
- Special docu-series “The Art of the Surge” focusing on Trump’s re-election, and “All-In with the Boston Celtics”
X is also gearing up to launch a new program featuring tennis legends Venus and Serena Williams later this year, which promises to be another marquee sports offering, aligning perfectly with the interests of X’s diverse user base.
Despite these developments, it is evident that X has struggled to attract and retain high-profile content creators. Consequently, it is challenging to perceive the platform as a true “video-first” destination at this point, despite its persistent claims to the contrary.
Initially, I had anticipated X would secure more prominent shows, leveraging the connections of CEO Linda Yaccarino, who previously led advertising partnerships at NBCUniversal and likely possesses a vast network of industry contacts. However, thus far, these relationships have seemingly only brought in a mix of nostalgic figures, like Paris Hilton and a lesser-known Kardashian, rather than the anticipated blockbuster names.
X also made headlines with its political content, signing various commentators last year. However, the manner in which the company, particularly Elon Musk, managed the deal with Don Lemon may have deterred other high-profile figures from joining the platform.
On the other hand, having 18 X Originals is indeed a noteworthy accomplishment, and X claims to have hosted over 300 episodes of its Originals programs in the past two years, showcasing its efforts to diversify content.
Nevertheless, it appears that X’s push towards video content is still not gaining the traction it needs, and it remains far from achieving the standing of a “video-first” platform. However, video views on the app are gradually increasing, and as it seeks new content partnerships, there is hope for achieving more significant growth in the future.
The primary focus remains crucial. Despite X’s claims of groundbreaking innovation and progress, the app fundamentally retains the same functionality it had when Elon Musk took over, and it is slowly losing users over time, while competitors like Threads continue to attract new audiences.
This trend appears to be driving X to refine its programming strategy to better align with the core interests of its audience, shifting away from political narratives. This could potentially enhance audience engagement and retention, preventing key user segments from migrating to alternative platforms.
Ultimately, this mirrors the lessons Twitter learned from its previous video content initiatives, emphasizing the necessity to focus on audience preferences. However, the platform has historically struggled to achieve the right balance and fully leverage its potential as a second-screen option for major events.
Will X improve its performance in this aspect? Currently, it appears to be primarily focused on maintaining its existing user base as competition intensifies for user engagement.
Maya Kensington
Ivy Caldwell
