X’s TV app is coming “soon”

The CEO of the company formerly known as Twitter has confirmed that it is bringing its videos to a new screen. The X TV App is coming “soon,” according to a tweet shared by X exec Linda Yaccarino.

Rumors about the X TV App have been swirling ever since X owner Elon Musk teased the channel last month. At the time, no details about the app were known publicly, but Yaccarino’s update includes a video preview and a rundown of planned features. The X CEO didn’t provide a specific launch date for the app. “We’re still building it,” she wrote.

So what can viewers expect from the X TV App? Yaccarino touted several features related to recommendations, including AI-powered categories and an algorithm that will surface trending videos. The app will be available on “most smart TVs.”

X also addressed its TV App in a note it sent out to its corporate partners on April 23. The note explained that the upcoming app will not have ads at launch. “We’re focusing on launching this new feature for consumers first, but we do plan to monetize it, and will discuss different forms of partnerships — and that may include ads,” reads a portion of the note shared by The Hollywood Reporter

Once it is up and running, the X TV App could emerge as valuable revenue stream for the platform’s creators. X has been looking to win back advertisers after Musk’s controversial comments caused some to flee. As a result, X’s yearly ad revenue totals came in far below previous highs. On the other side of the brand deal, Musk pledged to improve creator payouts in response to MrBeast’s indictment of X monetization.

The X TV App has the potential to appease both of those parties. YouTube gets a billion hours of watch time per day on TVs, and it has tied that growing audience into its ad products, including its premium YouTube Select tier. X has introduced its own version of YouTube Select, so TV ads seem like a logical next step for Musk’s embattled platform.