Elon Musk not too long ago promised that new Twitter video updates can be coming by way of thick and quick, and he’s undoubtedly holding true to this, with two new video updates now being rolled out to Twitter customers.

First off, Twitter’s long-awaited picture-in-picture (PiP) playback window is now energetic on all platforms, enabling you to maintain viewing a video clip as you scroll by way of the app.

That’ll make it simpler to multitask in-stream, versus, say, watching in your TV display whereas additionally scrolling by way of tweets. Which may additionally assist Twitter improve its worth as a singular leisure and knowledge answer, versus being, historically, a supplementary factor.

I imply, in lots of instances Twitter’s already the first supply of consideration for customers all through the day. However whereas ‘second-screening’ has been a key development amongst Twitter customers for years, Twitter has by no means been in a position to successfully faucet into this conduct, and maximize consumer engagement primarily based on a number of inputs.

Twitter has tried other ways to combine video content material with tweets, within the hopes of merging the 2, and changing into a extra ubiquitous single platform.

However whereas the idea of viewing tweets and streaming content material on a single display does seem to make sense, on the whole, customers have to this point been extra aligned with conventional discovery and consumption behaviors, and utilizing Twitter in-between, in advert and sport breaks.

If there’s a technique to merge the 2, that would certainly make Twitter a extra invaluable platform, and picture-in-picture may very well be one technique to make this a actuality. And perhaps now, customers will truly be extra receptive to having a number of feeds on display – particularly whenever you additionally contemplate the rise of tendencies like ‘sludge’ clips on TikTok, which current varied transferring elements inside a single show.

Up to now, this will likely have been overwhelming, given our alignment to singular video feeds being introduced to us, through a TV or film display. However perhaps now, consumption behaviors have shifted sufficient that customers will truly be extra open to the PiP show, and it may resonate stronger with Twitter customers.

Twitter will definitely be hoping so, provided that it’ll be seeking to make video content material extra of a spotlight beneath incoming CEO Linda Yaccarino. Yaccarino’s expertise is in TV streaming, and plainly that is the course that Twitter’s now heading in, with Tucker Carlson’s new Twitter unique present set to be the primary cab of the rank on this new push.

Turning into extra of a hub for all kinds of stories and leisure may very well be a extra viable development path for Twitter to observe – particularly if it may persuade information shops to begin broadcasting on to the app. And with the following US election cycle developing, that would assist to boost the give attention to the platform, and get extra customers spending extra time within the app.

On one other entrance, Twitter’s additionally now experimenting with a native video obtain choice within the app.

Many customers have been requesting this for a while, and once more, with Twitter set to place extra give attention to video content material, this may very well be one other invaluable addition to its presentation and manufacturing pipeline.

In isolation, every of those updates – together with variable playback pace controls and 1080p uploads – could appear comparatively minor, whereas the best way by which Twitter’s rolling them out, with out fanfare, may additionally reduce their potential influence. However collectively, Twitter’s making important investments into enhancing its video service, which, as famous, appears to be like set to develop into a key factor of the following stage of Elon’s Twitter 2.0 push.