X has unveiled its latest addition to the X Originals lineup, introducing an exclusive “NFL Top 100” series set to debut next week. The program, produced in collaboration with NFL Films, will showcase episodes of three to five minutes each, spotlighting the league’s top 100 players as voted by their peers. Fans can look forward to new episodes airing weekdays at 10 a.m. and 11 a.m. ET on X and NFL+ from June 30 through August 29.
This initiative aligns with X’s ambition to strengthen its video offerings, particularly in sports, a subject that generates significant engagement on the platform. With the NFL being the most-discussed sport among users, this partnership is a strategic move for X to keep its audience engaged, especially as competitors like Meta begin to expand their own sports content options.
X has previously established a broadcasting partnership with the NFL and has introduced various interactive features in the app, including a gameday portal. The series is set to run for ten weeks, leading up to the 2025 NFL season, with hopes that it will reinforce X as a vital platform for NFL enthusiasts.
While this is the 18th program in the X Originals lineup, critics have noted that many of its previous content offerings have not captivated a mainstream audience. Although big-name shows have yet to materialize fully, future announcements, including a program featuring tennis champions Venus and Serena Williams, signal a potential shift.
Despite challenges in attracting prominent content, X reports over 300 episodes of its Originals series produced in the last two years. However, the platform is still working to realize its vision of becoming a “video-first” service. As the competition for user engagement rises, X’s focus on content that resonates with its audience could lead to improved audience retention and growth.
In navigating the evolving landscape of social media and video content, X may find success by honing in on audience preferences, utilizing its existing relationships to expand its content offerings, and striving to recapture the peak engagement that characterized its earlier days. A positive outlook remains, as the platform’s increased video viewership suggests potential for revitalization as it seeks out new content opportunities.