- X announced new streaming shows featuring celebrity hosts to boost ads.
- It aims to emulate cable TV’s personality-driven content models that attract brands.
- But X risks alienating its core base, straying from bite-sized posts to long-form video.
X advertising chief Linda Yaccarino’s vision for more premium video content is finally becoming a reality. This week, the company announced three new streaming programs featuring hosts like fired CNN anchor Don Lemon and ex-congresswoman Tulsi Gabbard.
Revamping ad sales
It’s the latest move to revitalize ad sales after recent controversies under CEO Elon Musk. Yaccarino aims to emulate the celebrity personality-driven model that attracts big brand dollars on cable news and sports channels.
Strategic balancing
But attempts so far have fallen short. Tucker Carlson’s show fizzled out fast amid fuzzy view counts. Deals like Paris Hilton’s cookware campaign dissolved over Musk’s PR missteps. Watching long-form content also strays from X’s core use as a secondary “second screen” platform.
The new slate of shows indicates Yaccarino is still working to get her way despite ongoing headwinds. Between a revolving door of scandal-plagued hosts and an audience accustomed to bite-sized posts, living up to a broadcast-level ad play remains an uphill climb.
X must walk a careful line or risk alienating its base identity.
