Elon Musk just lately promised that new Twitter video updates could 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 lively 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 resolution, versus being, historically, a supplementary factor.

I imply, in lots of circumstances 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 capable of successfully faucet into this habits, 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, basically, customers have to date been extra aligned with conventional discovery and consumption behaviors, and utilizing Twitter in-between, in advert and recreation breaks.

If there’s a option to merge the 2, that would certainly make Twitter a extra precious platform, and picture-in-picture could possibly be one option to make this a actuality. And perhaps now, customers will truly be extra receptive to having a number of feeds on display – particularly once you additionally take into account the rise of tendencies like ‘sludge’ clips on TikTok, which current numerous shifting components inside a single show.

Up to now, this will have been overwhelming, given our alignment to singular video feeds being offered to us, by way of 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 trying to make video content material extra of a spotlight below incoming CEO Linda Yaccarino. Yaccarino’s expertise is in TV streaming, and evidently that is the path 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 types of stories and leisure could possibly be a extra viable development path for Twitter to observe – particularly if it will possibly persuade information retailers to start out broadcasting on to the app. And with the subsequent US election cycle arising, that would assist to reinforce the give attention to the platform, and get extra customers spending extra time on the app.

On one other entrance, Twitter’s additionally now experimenting with a native video obtain possibility on 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 could possibly be one other precious addition to its presentation and manufacturing pipeline.

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