Video is now at the forefront of the latest strategy for X (formerly Twitter) to recapture advertising dollars.

There are 8 billion video views happening on the platform per day on average, and those views have increased 35% year over year, according to the platform’s latest newsletter for advertisers that Digiday has seen. A view metric is counted when an X user watches a video for at least two seconds, and sees at least 50% of the video player in view, for both uploaded videos and live broadcasts, according to the X Help Center. And those views only count when users are logged in to the platform.