X updates video player to stop cropping vertical content

Social media platform X has introduced a new immersive video player to improve video consumption, currently rolling out to iOS. Nikita Bier, X’s head of product, announced the update earlier this week, stating that the previous video player “badly needed a refresh.” The redesign aims to make video consumption more engaging and user-friendly, especially on mobile devices, and changes how the platform handles vertical content. Specifically, Bier confirmed that X will stop cropping vertical content moving forward, ending the practice of cropping videos to force a square aspect ratio. The update allows users to expand videos to full screen with a single tap. Once in full-screen mode, viewers can swipe up to scroll to the next video, mimicking the format popularized by competitor platforms.

The update aligns X with vertical video standards established by competitor platforms like TikTok and Instagram Reels. Even streaming services have adopted the format, with Disney+ recently introducing a vertical video feed. The shift on X has drawn some criticism from users; one user complained about the interface, expressing a preference to watch full-scale videos rather than a cropped, full-screen view. When asked which orientation is preferred, Bier confirmed that portrait is ideal. He defended the change, explaining that cropping videos had previously incentivized users to post square videos, and emphasized that X is a mobile company. Bier also hinted that more video-focused updates are on the horizon as the platform doubles down on its video ambitions. This follows X’s launch of a dedicated vertical video feed that became available globally last year. The timing of the update comes after TikTok’s U.S. operations were sold last month, as X positions itself to compete by ramping up video features to attract viewers and creators.

Alongside its video updates, X is managing issues related to its artificial intelligence features. Grok, an AI assistant developed by xAI, features text-to-video and image-generation capabilities. Recently, Grok’s image-generation capability was restricted to paying subscribers. The restriction followed controversy regarding the tool “allowing users to create sexualized and nude images of women and children.”

Why it matters

X is positioning itself as a direct competitor to TikTok by aggressively iterating on its video features to attract creators and viewers, signaling a long-term commitment to video-first experiences.