David Bridges
X has added one other huge title to its evolving video content material slate, with a Kardashian approaching board in an unique content material deal.
No, not Kim or Kylie, however Khloé Kardashian has signed an agreement with X to create a brand new, 26-part “video podcast” on the platform.
I am so excited to share that I am launching my first video podcast collection this fall! That is one thing I’ve wished to do for a very long time, and I am unable to wait. Now we have lots to speak about ???? extra to return quickly! ???? https://t.co/L0GZfoUwJM
— Khloé (@khloekardashian) June 20, 2024
As per X:
“Khloé will star in and produce this refreshing new collection, as one of many world’s most well-known personalities blends her boundary-pushing humorousness along with her signature relatability to deal with dilemmas starting from the on a regular basis to the ever absurd.”
Sounds nice, I suppose.
X is touting the brand new present as a part of its new “Originals on X” slate of programming, which will “middle on premium, talent-driven ideas” that can initially be obtainable solely within the app.
Although for all of its noise about changing into a “video first” platform, and its growing give attention to video as a method to drive extra engagement, I’m undecided that its present programming goes to be breaking any viewership data anytime quickly.
To this point, X has signed unique content material offers with:
Yeah, a variety of these seem to be pretty area of interest packages, which are unlikely to carry huge enchantment. However then once more, sign-up sufficient of those smaller viewers reveals, and that can finally turn out to be an enormous, cumulative viewers. Proper?
I don’t know, I don’t see these being huge points of interest for advert companions, and I don’t see how these are elevating X’s video product in any important method.
It’s additionally fascinating to notice this method in distinction to previous Twitter video initiatives, which included signing unique contracts with the MLB, NFL, and NBA to air video games straight within the app.
Even these didn’t work out, so it’s exhausting to see why these much less well-liked choices are going to drive a brand new “video first” period for the app.
However X is definite that that is the way in which ahead, and that celebrity-led reveals are going to deliver a broader viewers to the app, which, in flip, will allow better alternatives for all creators.
We’ll discover out, but it surely looks as if X nonetheless has a strategy to go in securing a very worthwhile video content material slate.
Sophie Langley
Clara Hastings
