X wants to produce more sports docuseries for "ferocious" fans, CEO says

By the numbers: Sports is the number one conversation on X, Yaccarino said.

• About 70% of the conversation ahead of the Paris Olympics this summer is about women's teams, she added.

Driving the news: "The men's strong teams, strong leagues are I think magnets to draw the audience. And the women athletes on the platform, the fandom is just as ferocious," Yaccarino said Wednesday at Women's Sports House, hosted by Axios and Deep Blue Sports + Entertainment, in Cannes.

• "X wants to galvanize what's already authentically out there on our platform, bring those audiences together, feed the user base but also give opportunity for brands in this moment," she added.

Context: X has been investing in long-form video as a way to increase engagement on the platform and lure more ad dollars. The company announced in April that it plans to launch a TV app.

• X will exclusively stream "The Offseason," a six-episode docuseries about NWSL players funded by Alexis Ohanian's venture capital firm Seven Seven Six, the company announced on Tuesday.
• X exclusively premiered "All In: The Boston Celtics," a docuseries behind-the-scenes of the Celtics' NBA championship.
• X also will partner with NBCUniversal on distributing video of the Paris Olympics.

The big picture: Yaccarino's remarks came a few hours after Musk, the owner and chief technology officer of X, spoke on the Cannes main stage. She told Axios that Musk and her came to Cannes for the same reason.

• "It's set fact from fiction," Yaccarino said. "There's insatiable interest in our company, insatiable interest in Elon."
• Yaccarino said she was "happy" to talk with advertisers about brand safety, a concern among the community, but that she wanted to spend time pitching their new investments such as the docuseries.
• "The advancements that we've made in the product are so stunning," Yaccarino said. "What Elon was talking about is letting us earn the opportunity to ... deliver a return on investment in the places you want to put your advertisements."

What we're watching: Yaccarino previously said she expects X to be profitable in 2024.

• When asked about it, she said there is "so much momentum" but did not definitively confirm the financial expectations.