Elon Musk wants to bring videos posted to X (formerly Twitter) to a bigger screen. The social platform plans to launch a YouTube-like app on smart TVs, starting with Samsung TVs and Amazon Fire TVs. Since purchasing Twitter in October 2022, Musk has emphasized its evolution to a “video-first” platform as part of its rebranding as X. Internal research claims X users watch videos in eight out of 10 visits, which would make it an obvious opportunity for expansion. In the early stages, it appears the focus will be long-form video, which can more easily accommodate advertising.

Engadget reports that “the decision follows bad news for X,” citing this month’s Edison Research study indicating a 30 percent usage drop in 2024 versus 2023.

“In X’s continued bid to change (and remain popular), it has been leaning into resources for creators and its dwindling advertisers,” Engadget writes, quoting a February Forbes report indicating X will “roll out tools so that ‘advertisers on X can run ads against a curated list of premium content creators’ — including pre-roll video ads.”

“Coming soon,” Musk wrote Friday on X, including a repost: “You can soon watch your favorite X long form videos directly on your SmartTVs.”

Fortune says X’s smart TV app could launch as soon as this week, and quotes a source saying “it looks ‘identical’ to YouTube’s TV app.” Musk’s goal, Fortune reports, “is to encourage users to watch ‘long videos on a bigger screen,’ part of a plan first teased in July designed to make X more attractive to online influencers and advertisers.”

In January, X “roped in the popular YouTuber MrBeast to drop a video on X,” writes Android Central, adding that the YouTube re-post “raked in $250,000 in revenue,” according to the host.

“Live-streaming platform Twitch, the encrypted messaging app Signal, and the social media forum Reddit are among some of the other services that Musk aims to compete with,” writes Bloomberg.