X has unveiled its latest addition to its “X Originals” lineup, teaming up with the National Football League (NFL) to launch a new video series titled “NFL Top 100.” The new program aims to deepen fan engagement and drive more video consumption on the platform, aligning with X’s ongoing “video-first” strategy.
Beginning June 30, the series will deliver three-to-five-minute episodes on weekdays at 10 a.m. and 11 a.m. ET, showcasing the league’s top 100 players. These rankings are determined solely by votes from current NFL players, adding credibility and authenticity to the series.
Though it will also be available on NFL+, the short-form program will debut exclusively on X, giving the platform semi-exclusive rights and reinforcing its push into original sports content.
“Produced by NFL Films, ‘NFL Top 100’ highlights the league’s elite players as voted by their peers. Episodes will air weekdays from June 30 through August 29,” X stated.
X Strengthens Its NFL Ties Amid Rising Sports Content Competition
X has retained Twitter’s long-standing broadcast partnership with the NFL, continuing joint efforts such as the in-app Gameday Portal that provides real-time updates, highlights, and engagement opportunities during football season.
Given that sports remains the most talked-about category on the platform, and the NFL is the most discussed league, this partnership reinforces X’s strategy of leveraging its most engaged user base. In comparison, Meta’s Threads is also working to build out its sports presence, intensifying competition for fan attention.
Launching this 10-week series during the NFL offseason ensures that X maintains a strong presence among football fans leading up to the start of the 2025 season.
The 18th ‘X Originals’ Program Signals Continued Video Investment
The “NFL Top 100” marks the 18th program under the X Originals umbrella, part of X’s broader ambition to become a competitive video platform. Despite its ambition, most of the existing shows have remained niche, with few breaking through into mainstream popularity.
Here’s a snapshot of X’s video programming efforts to date:
- Khloé Kardashian – Khloé in Wonderland (interview format)
- Anthony Pompliano – From the Desk of Anthony Pompliano (business-focused)
- Paris Hilton – Project not yet released (and possibly shelved)
- Tucker Carlson – Former political interview show (migrated to his own platform)
- Don Lemon – Canceled after controversial interview with Elon Musk
- Tulsi Gabbard – Abandoned documentary-style political series
- Jim Rome – Continues with The Jungle, a sports talk show
- WWE – Weekly WWE Speed wrestling content
- BIG3 – Retired NBA player league aired weekly games (now moved to CBS)
- Verzuz – Hip-hop battle show attempting a comeback on X
- Going Public – Investment and business docu-series
- The Offseason – Behind-the-scenes football documentary
- NHL 4 Nations – Ice hockey tournament coverage
- Athlos – Coverage of athletic competitions
- The Art of the Surge – Political documentary on Trump’s campaign
- All-In with the Boston Celtics – NBA team-focused series
- Upcoming – New show with Venus and Serena Williams in development
While the variety is notable, X has struggled to retain major talent or build consistent viewership across these shows. Many projects appear either discontinued or not fully executed.
Can Sports Content Save X’s Video-First Strategy?
Despite hosting over 300 episodes across its Originals slate in the past two years, X still hasn’t achieved the level of video-centric identity it publicly aspires to. Platforms like YouTube, TikTok, and even Instagram dominate in the short-form and long-form video categories, making it difficult for X to compete without securing consistently compelling, exclusive content.
That said, sports programming offers a rare edge. Live and short-form sports content naturally drives real-time interaction—something X already excels at. With the NFL partnership, X is betting that its core sports audience will engage more actively with video if the content is tailored to their interests.
The timing of the NFL Top 100 series, coinciding with the preseason buildup, reflects a strategic attempt to keep NFL fans hooked through the offseason and into the 2025 campaign.
X’s Missed Opportunities and the Linda Yaccarino Factor
When Linda Yaccarino, former head of advertising at NBCUniversal, took the CEO role at X, industry watchers expected a rush of high-profile content deals. Her extensive industry network seemed primed to attract blue-chip media talent and top-tier production houses.
So far, however, many of the shows that have launched on X feature dated celebrities, political commentators, or niche sports programming. The fallout from the Don Lemon incident—where Lemon’s show was canceled following a tense interview with Elon Musk—has likely made the platform less appealing to media personalities and producers wary of executive overreach or ideological scrutiny.
Instead of leveraging her connections to secure current A-list talent or premium series, the output has leaned heavily into political content and smaller fan segments. The recent shift toward sports and entertainment—rather than divisive political commentary—may help reverse this trend.
A Platform at a Crossroads: Retaining Users While Threads Rises
Although Elon Musk and X executives continue to proclaim major innovation, the platform remains functionally similar to Twitter. The user interface, content discovery, and advertising tools have seen limited enhancement. Meanwhile, rival platform Threads, backed by Meta, is steadily gaining users, particularly among younger demographics.
This has pushed X to narrow its focus, prioritizing content that appeals to its most engaged users—namely sports fans, business communities, and political discourse participants.
The NFL Top 100 series fits into this renewed strategy. It’s short, optimized for mobile, leverages real-world credibility, and aligns with existing user interests. More importantly, it provides a low-risk, high-reward engagement opportunity leading into the NFL season, when conversation on the app typically spikes.
Conclusion: A Small Step Forward in a Bigger Video Battle
While the launch of “NFL Top 100” might not transform X into a video juggernaut overnight, it signals a smarter, audience-centric approach to content. Rather than chasing viral fame or controversial figures, X is now focusing on what its users already care about—live sports, big personalities, and real-time discussion.
If this series performs well, it could pave the way for similar collaborations across other major sports leagues, potentially positioning X as a secondary screen for sports fans, even if it never rivals platforms like YouTube or Netflix in pure video consumption.
For now, “NFL Top 100” is a strategic play. Whether it drives lasting engagement will depend on X’s ability to consistently deliver value, not just buzz.
