After teasing a big screen interface for months, social media company X has released the beta version of its new TV app called X TV, designed to provide “a massive leap forward in transforming X into a video-first platform,” while looking to compete with industry leaders such as Google’s YouTube. Importantly, the new presentation provides X with video-specific play for ad partners, which the Elon Musk-owned company has been attempting to lure back after loosened content moderation standards sent many fleeing. X CEO Linda Yaccarino said the X TV app is debuting ad-free, but reports indicate the company will introduce ad options in the future.

“It looks a lot like the CTV version of YouTube, right?,” asks Social Media Today, which says the big screen playback platform homepage provides “an overview of all the video content that you can watch on X, on the biggest screen in your house.”

The aim of X TV is to “encourage expanded video content consumption,” egged on by YouTube, where connected TV is the fastest-growing usage category, Social Media Today writes. X TV’s algorithm and AI-fueled trending feeds may also make it a viable TikTok alternative. TikTok launched a TV app in late 2021, followed by YouTube the following summer.

To distinguish X from the pack, the platform has signed video content deals with notables including Khloe Kardashian and Tucker Carlson, reports Social Media Today, which provides a list of known associations. And Mashable writes that “Musk personally intervened to encourage MrBeast, YouTube’s biggest star, to start posting full videos on the platform formerly known as Twitter.”

X TV is already available on app stores including Google Play, Amazon and LG, explains Digital Trends, noting “screenshots for the app promise exclusive content, plus live events and news.”

Users will need an X account to log in and use X TV, which plans to add cross-device compatibility, allowing users to segue from phones to TV displays.