X has introduced its 18th X Originals video collection, with a brand new “NFL Prime 100” program set to air completely on the platform from subsequent week.

As defined by X:

“Produced by NFL Movies, ‘NFL Prime 100’ will characteristic three-to-five-minute episodes highlighting the league’s prime 100 gamers, as voted on completely by present NFL gamers. Episodes will debut weekdays at 10 a.m. and 11 a.m. ET on X and NFL+ starting June 30 and operating by means of Friday, August 29.”

So, it’ll additionally air on NFL+, which makes it a semi-exclusive, I assume. However both method, it’ll give X one other huge sports activities present so as to add to its slate of video programming, because it appears to be like to spice up video engagement, in keeping with its publicly acknowledged “video-first” focus.

X has maintained Twitter’s broadcast partnership with the NFL, and has labored with the league on varied activations, together with its in-app gameday portal.

And on condition that sports activities is the most well-liked subject of debate within the app, and the NFL is essentially the most mentioned sport, it is sensible for X to make this a spotlight, particularly as Meta appears to be like to include its personal sports activities engagement choices on Threads.

It additionally is sensible for the NFL, with tens of millions of followers partaking within the app.

The collection will run for 10 weeks, main into the 2025 NFL season, and can ideally assist to keep up X as a key platform for NFL followers.

Although, given its “video first” focus, X continues to be lagging behind when it comes to unique content material.

As famous, this will probably be X’s 18th “X Originals” program, although a lot of the programming that it is signed up has been pretty area of interest.

At this stage, X’s Originals have been:

• Khloe Kardashian in her “Khloe in Wonderland” interview present
• Anthony Pompliano in his business-focused program “From the Desk of Anthony Pompliano”
• Paris Hilton, in a yet-to-be-announced undertaking (which now appears to have been dumped)
• Tucker Carlson, whose interviews had been producing tens of millions of views within the app (earlier than he migrated to his personal platform)
• Don Lemon, whose X present was canceled after he interviewed Elon Musk
• Tulsi Gabbard, who had been growing a collection of documentary-style packages targeted on U.S. politics (now seemingly dumped)
• Jim Rome who’s nonetheless airing his present “The Jungle” within the app
• WWE, which is airing a weekly “WWE Velocity” present within the app
• The Massive 3 league of retired NBA gamers, which aired weekly video games within the app final season (now airing on CBS)
• Rap battle present Verzuz, which is seeking to make a comeback on X
• Funding-based present “Going Public”
• Soccer docu-series “The Offseason”
• NHL’s “4 Nations” match
• Athlos athletic occasions
• Particular docu-series “The Artwork of the Surge” specializing in Trump’s re-election, and “All-In with the Boston Celtics”

X can also be set to air a brand new program with Venus and Serena Williams later within the yr, which is one other big-name sports activities program, aligning with X consumer pursuits.

However as you possibly can see, X hasn’t actually attracted, or held onto any main title content material, and it’s laborious to view the platform as a “video first” providing as but, regardless of what X itself retains saying.

I had anticipated X to draw some bigger-name reveals, utilizing the connections of CEO Linda Yaccarino, who beforehand headed advert partnerships at NBCUniversal, and presumably has an enormous Rolodex of connections to name up consequently. However up to now, these connections appear to solely have introduced in some huge names from yesteryear, like Paris Hilton, and a lesser Kardashian.

X had additionally made a splash on political content material, signing up varied commentators final yr. However given the best way that the corporate, and Elon Musk particularly, dealt with the take care of Don Lemon, that might have additionally spooked some huge names, and saved them away from the app.

However then once more, on the flip aspect, 18 X Originals is critical, and X says that it’s hosted over 300 episodes of its Originals packages over the previous two years.

It doesn’t really feel like X’s video push is actually gaining traction, and its removed from what most would think about a “video first” platform as but. However video views within the app are rising, and because it continues to search for new content material companions, perhaps that may, ultimately, yield extra vital development outcomes for the app.

Which, in fact, is the important thing focus. Regardless of X’s proclamations of huge innovation and progress, the app is just about the identical because it was when Elon took over, when it comes to performance a minimum of, and it’s steadily shedding customers over time, whereas Threads continues to achieve.

That’s seemingly pushing X to refine its programming focus onto its key areas of viewers curiosity, versus selling political ideology, and that might assist to yield higher viewers outcomes, and engagement, or in any case, hold its key viewers segments from drifting off to different apps.

Actually, this is similar lesson that Twitter realized with its previous video content material efforts, that it must hone in on what its viewers needs, although even then, it may by no means fairly get the steadiness proper, and capitalize on its recognition as a second-screen choice for main occasions.

Will X do higher on this entrance? Proper now, it looks as if it’s simply working to maintain a maintain on what it has, because the competitors heats up for consumer engagement.