Tesla Chief Executive Officer (CEO) Elon Musk is on the brink of unveiling his latest endeavor: X TV, a television app poised to challenge the dominance of YouTube on Amazon and Samsung smart televisions.

In a tweet shared on the platform X, Musk teased the imminent launch with the simple yet tantalizing message, "Coming Soon." This revelation marks a significant development in Musk's foray into the realm of digital entertainment.

According to insights from Fortune, sourced from an individual associated with X, the interface of the upcoming app bears a striking resemblance to Google's YouTube television application. Musk, renowned for his ambitious ventures, appears primed to enter the competitive arena of video streaming with aspirations to rival the dominance of YouTube.

YouTube, hailed as the most-watched streaming platform in 2023, faces a potential challenger in Musk's X TV. Reports indicate that Musk initiated the testing phase of the application in October last year, focusing on video and audio calling functionalities. This initial rollout signifies Musk's broader vision of transforming X into a multifaceted "super app," encompassing messaging and online payment features.

In a bid to bolster the platform's content offerings, Musk is reportedly in talks to forge partnerships with prominent media personalities, including former Fox commentator Tucker Carlson and former CNN anchor Don Lemon. By positioning X TV as a "video-first platform," Musk aims to revolutionize the digital entertainment landscape and capture the attention of discerning viewers worldwide.

Since acquiring X in 2022, Musk has been steadfast in his efforts to enhance user engagement and retention. The recent introduction of the "Articles" feature underscores Musk's commitment to diversifying content offerings, enabling users to share a myriad of multimedia content beyond traditional text-based communication.