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 sort out 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 “middle on premium, talent-driven ideas” that may initially be out there solely within the app.

Although for all of its noise about changing into a “video first” platform, and its rising concentrate on video as a method to drive extra engagement, I’m undecided that its present programming goes to be breaking any viewership data anytime quickly.

Up to now, X has signed unique content material offers with:

• Paris Hilton, on a yet-to-be-announced challenge
• Tucker Carlson, whose interviews are recurrently 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 growing a collection of documentary-style applications targeted on U.S. politics
• Jim Rome, who’s widespread present “The Jungle” is now airing within the app
• WWE, which is airing a weekly “WWE Pace” present within the app
• The Huge 3 league of retired NBA gamers is airing weekly video games within the app
• Rap battle present Verzuz can be set to make a comeback on X

Yeah, quite a lot of these look like pretty area of interest applications, which might be unlikely to carry large enchantment. However then once more, sign-up sufficient of those smaller viewers reveals, and that may ultimately develop into an enormous, cumulative viewers. Proper?

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

It’s additionally attention-grabbing to notice this method in distinction to previous Twitter video initiatives, which included signing unique contracts with the MLB, NFL, and NBA to air video games immediately within the app.

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

However X is for certain that that is the best way ahead, and that celebrity-led reveals are going to convey 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 priceless video content material slate.