X is continuing to strengthen its presence in the video content space after announcing a new suite of live streaming tools, alongside a $1 million incentive program aimed at encouraging creators to broadcast live on the platform.

The company introduced Live Studio, a new live streaming control hub integrated into the Creator Studio. The feature enables users to create and manage live broadcasts more efficiently. Creators can name their streams, upload custom thumbnails, schedule broadcast times, and choose who can watch the stream, including verified accounts, followers, subscribers, or all users on the platform.

X Unveils Live Studio and $1 Million Creator Rewards

The new hub also provides real-time analytics and monitoring tools, allowing creators to track concurrent viewers, audience locations, devices used to watch the stream, live comments, and overall stream status. These features are designed to help creators manage live sessions more professionally and improve audience engagement.

To encourage adoption of the new service, X's Head of Product, Nikita Bier, announced that the company will allocate $1 million in rewards for creators who go live during the upcoming campaign period. Details regarding the eligibility criteria and distribution of the incentives will be announced at a later date.

Currently, live streaming on X is available only to X Premium subscribers, with plans starting at $3 per month. The move is intended to boost paid subscriptions while attracting more creators to the platform.

Despite these new initiatives, X still faces the challenge of proving the reliability of its live streaming infrastructure after several high-profile technical failures in recent years. These include the disrupted launch of Ron DeSantis' presidential campaign announcement in 2023 and the technical issues that interrupted Elon Musk's live interview with Donald Trump on Spaces in 2024.