Days after Elon Musk revealed that video videos on X (formerly Twitter) have "roughly doubled" in the last year, CEO Linda Yaccarino revealed that video views have shot up 465% in the last ten days alone.
What Happened: Yaccarino's revelation shows that the changes in X's video player interface and other improvements have led to a rapid increase in video consumption on the platform.
Yaccarino also said the social media platform is all set to make the most of the upcoming New York Fashion Week, which begins Thursday, September 7th.
"It's NY Fashion Week! @X is ready for the runway - video views are up 465% over the past 10 days. Let's do this," Yaccarino posted.
Why It Matters: X has been traditionally text-focused - it added image and video support in 2010, years after co-founder Jack Dorsey posted the first tweet (now called a post) in 2006.
However, since taking over the control of X, Musk has embarked on making X the "everything app" - including payments, audio and video calling, and shopping, apart from the usual social media content.
In line with this, Musk has undertaken several improvements to how users consume video on X - this includes expanding the video toolset to allow extended video length of up to three hours for X Premium subscribers, support for 1080p quality, and allowing users to download videos.
Musk believes this will give X a leg up it needs over Mark Zuckerberg-led Meta Platforms Inc.'s (NASDAQ: META) Facebook and Instagram.
Musk also managed to get former Fox News host Tucker Carlson to post his hour-long show titled "Tucker on X" on the platform. Carlson has managed to create a large-enough audience that he now posts multiple episodes every week on X.
It remains to be seen if Yaccarino and Musk's efforts to boost video consumption on X pay off in the long term.