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X Continues to Build Out its Video Content Slate via New Deal with The Big 3

February 27, 2024

Yeah, I’m not certain that X’s “video first” strategy is going to work out, based on Twitter’s past efforts along the exact same lines.

Last month, X outlined its new video content approach, declaring that video would be its main growth focus, given that video drives the most engagement in the app, and is already a part of 80% of user sessions.

In order to build on this, X has since announced various new exclusive video content partnerships, with its latest, unveiled today, being a new deal with The Big 3, the three-on-three basketball league for retired NBA players.

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