X has added one other huge identify to its evolving video content material slate, with a Kardashian approaching board in an unique content material deal.

No, not Kim or Kylie, however Khloé Kardashian has signed an settlement with X to create a brand new, 26-part “video podcast” on the platform.

As per X:

“Khloé will star in and produce this refreshing new collection, as one of many world’s most well-known personalities blends her boundary-pushing humorousness together with her signature relatability to deal with dilemmas starting from the on a regular basis to the ever absurd.”

Sounds nice, I suppose.

X is touting the brand new present as a part of its new “Originals on X” slate of programming, which will “heart on premium, talent-driven ideas” that may initially be obtainable solely within the app.

Although for all of its noise about turning into a “video first” platform, and its growing give attention to video as a method to drive extra engagement, I’m undecided that its present programming goes to be breaking any viewership information anytime quickly.

To date, X has signed unique content material offers with:

• Paris Hilton, on a yet-to-be-announced venture
• Tucker Carlson, whose interviews are frequently producing tens of millions of views within the app
• Don Lemon, who’s X present was canceled after he interviewed Elon Musk
• Tulsi Gabbard, who’s creating a collection of documentary-style packages centered on U.S. politics
• Jim Rome, who’s common present “The Jungle” is now airing within the app
• WWE, which is airing a weekly “WWE Pace” present within the app
• The Massive 3 league of retired NBA gamers is airing weekly video games within the app
• Rap battle present Verzuz can also be set to make a comeback on X

Yeah, a variety of these look like pretty area of interest packages, which can be unlikely to carry vast attraction. However then once more, sign-up sufficient of those smaller viewers exhibits, and that may ultimately turn out to be an enormous, cumulative viewers. Proper?

I don’t know, I don’t see these being huge sights for advert companions, and I don’t see how these are elevating X’s video product in any vital means.

It’s additionally fascinating to notice this strategy in distinction to previous Twitter video initiatives, which included signing unique contracts with the MLB, NFL, and NBA to air video games straight within the app.

Even these didn’t work out, so it’s onerous to see why these much less common choices are going to drive a brand new “video first” period for the app.

However X is definite that that is the way in which ahead, and that celebrity-led exhibits are going to carry a broader viewers to the app, which, in flip, will allow larger alternatives for all creators.

We’ll discover out, however it looks like X nonetheless has a solution to go in securing a very useful video content material slate.