X has added one other massive 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 assume.

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 can initially be accessible solely within the app.

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

So far, X has signed unique content material offers with:

• Paris Hilton, on a yet-to-be-announced undertaking
• Tucker Carlson, whose interviews are commonly 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 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 Velocity” 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 packages, which might be unlikely to carry extensive enchantment. However then once more, sign-up sufficient of those smaller viewers reveals, and that can ultimately develop into a giant, cumulative viewers. Proper?

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

It’s additionally attention-grabbing 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 immediately within the app.

Even these didn’t work out, so it’s laborious to see why these much less widespread 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 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, but it surely looks as if X nonetheless has a solution to go in securing a very useful video content material slate.