Elon Musk’s X has began increasing the rollout of its devoted vertical video feed to customers across the globe simply days after its debut in the U.S., TechCrunch has solely discovered and confirmed with the corporate.

On Friday, TechCrunch noticed the brand new characteristic had appeared in numerous areas exterior the U.S., together with India, Australia, and a few European markets. An X spokesperson confirmed to TechCrunch the worldwide rollout of the vertical video feed was at the moment “underway.” The brand new characteristic is accessible by way of a devoted tab within the X app, the place it has a outstanding placement subsequent to the Grok button.

The spokesperson additionally confirmed that the rollout is restricted to iOS, which means Android customers want to attend a bit longer. (The corporate didn’t share an actual timeframe for the Android launch.)

Earlier this week, X launched its vertical video feed within the U.S. amid uncertainty round TikTok’s future available in the market on account of the TikTok ban. Enforcement of the ban is at the moment on pause as President Trump prolonged the deadline for TikTok to make a deal that might cede some control to a U.S. entity, if not a full divestment of its U.S. operations, to guard nationwide safety pursuits.

Along with offering leisure, the brand new video characteristic additionally permits X to show adverts after customers scroll by way of a couple of brief movies. This helps the corporate generate further income by retaining customers engaged with the video content material — a technique frequent throughout social networks, together with Instagram, TikTok, and others.

Video experiences have turn into a key focus for X normally. Final yr, the platform launched a stand-alone TV app to indicate movies from creators and organizations. X additionally enabled customers in 2022 to scroll through short videos by tapping on a video within the timeline and swiping it up.