Social media platform X, previously known as Twitter under Elon Musk’s ownership, unveiled three significant content agreements with prominent figures:
- Former CNN anchor Don Lemon
- Former U.S. congresswoman Tulsi Gabbard
- Sports radio host Jim Rome
These partnerships aim to bolster the platform’s video content offerings, a key focus for its growth strategy.
Challenges and Strategic Shift:
X has encountered challenges retaining advertisers amidst ongoing controversies since Musk acquired the company in 2022.
The platform seeks to revive advertiser interest through these content collaborations, banking on the appeal of these well-known personalities.
Platform Evolution: Embracing Video:
In a blog post, X announced its evolution into a “video-first platform,” highlighting that users engage with videos in approximately 80% of their sessions.
As part of this transition, the platform aims to introduce more video content to enhance user experience and engagement.
Show Highlights and Personalities:
- “The Don Lemon Show”: Don Lemon returns with a show on X featuring three 30-minute episodes per week, spanning topics such as politics, culture, sports, and entertainment. Lemon’s return follows his departure from CNN, although the network did not specify the reason for his exit.
- Tulsi Gabbard’s Short Films: Gabbard is collaborating with X to produce a series of short films, intending to amplify the voices of individuals whose narratives are often marginalized or silenced.
- Jim Rome’s New Show: Jim Rome, the renowned host of “The Jim Rome Show,” will commence streaming a new program on X five days a week after the Super Bowl, further diversifying the platform’s content offerings.
Prior Collaborations and Exclusive Partnerships:
X had previously struck an exclusive content deal with former Fox News host Tucker Carlson, aligning with the platform’s strategy to secure compelling content post-Carlson’s departure from Fox News amidst legal controversies.