X is expanding its dedicated vertical video feed globally following its recent US launch, marking a significant move in the short-form video space amidst TikTok's ongoing challenges.

The expansion has already reached several regions, including Australia, India, and European markets. Currently available only on iOS, the feature can be accessed through a new tab located next to the Grok AI button in the X app, with Android availability pending.

This global rollout coincides with TikTok's current challenges, including its temporary removal from US app stores and ongoing regulatory concerns. Other platforms like Instagram are also capitalizing on this situation by actively recruiting prominent TikTok creators for their Reels platform.

Video content has become increasingly central to X's strategy. The platform has previously launched a TV app for creator content and introduced vertical scrolling functionality for videos in the timeline. The new feature includes ad placement after several videos, creating an additional revenue stream similar to competitors like Instagram, YouTube, and TikTok.

The expansion reflects the continued dominance of short-form video in social media, with more platforms adopting features popularized by TikTok. These developments suggest a broader trend of video-first content consumption across social media platforms, regardless of TikTok's future in the US market.

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