X introduced a new immersive video player, with head of product Nikita Bier announcing the update. The company stated the previous player badly needed a refresh. The update is currently rolling out on iOS, enabling users to expand videos to full screen with a single tap. Viewers can swipe up to proceed to the next video, a functionality designed to mirror the user interface of TikTok. This redesign is a component of the platform’s broader strategy to prioritize video content and enhance mobile engagement.
Bier confirmed that portrait orientation is the preferred format for video on the platform. This decision aligns X with vertical video trends currently dominating social media, including TikTok, Instagram Reels, and Disney+. The company is actively discouraging horizontal video uploads by modifying how content is displayed. This approach reflects a shift toward mobile-first consumption habits where vertical screens are standard. The integration of this format follows X’s launch of a dedicated vertical video feed that became available globally last year.
Despite the intended improvements, the update received immediate criticism from some users. Several individuals argued that the new player forces all videos into a cropped, full-screen view. This design choice removes the option to view content in its original aspect ratio, which can distort wider footage. One user commented on the interface, stating, “This UI sucks so bad. Let me just watch full-scale videos.” The feedback highlighted a tension between standardized vertical formatting and the preservation of original video dimensions.
We're rolling out a few updates to video this week.
We're starting with a new immersive video player, which badly needed a refresh. Available on iOS today. pic.twitter.com/sCDH8E0x91
— Nikita Bier (@nikitabier) February 16, 2026
Bier responded to the criticism by explaining the rationale behind the cropping implementation. He stated, “Sorry, but cropping the video incentivized people to post square videos. We are a mobile company.” Addressing user concerns directly, Bier announced that X will stop cropping vertical content going forward. This modification aims to satisfy users who prefer viewing vertical videos without forced cropping while maintaining the platform’s mobile-centric focus. The adjustment is intended to balance user experience with content creator incentives.
The timing of the video player update coincides with significant changes in the social media landscape. Last month, TikTok’s U.S. operations were sold to an American investor group. X is positioning itself as a competitor for viewers and creators during this transition. The platform is ramping up its video features to attract users migrating from or seeking alternatives to other video-centric platforms. This strategic move capitalizes on market shifts to expand X’s user base in the video consumption sector.
Bier indicated that further video-focused updates are forthcoming as X continues to double down on video. The company is also integrating AI tools, including Grok’s text-to-video generation feature. These technological integrations are intended to enhance content creation capabilities on the platform. However, the rollout of these features occurs alongside scrutiny of Grok’s existing capabilities. The platform aims to leverage AI to drive engagement while navigating the complexities of content moderation.
Grok’s image-generation feature recently sparked controversy for allowing the creation of sexualized and nude imagery of women and children. This capability resulted in the restriction of the feature to paying subscribers on X. The decision to limit access was a direct response to the misuse of the tool. This incident highlights the challenges X faces in deploying AI tools while ensuring safety and compliance. The company continues to adjust its policies regarding AI-generated content based on user feedback and safety assessments.
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