Elon Musk’s X TV Set to Challenge Netflix in Streaming Wars Amid Boycott Backlash

Elon Musk’s X platform is expanding into the competitive streaming landscape with the launch of X TV, a beta-phase service blending on-demand content and traditional TV elements, positioned as a free alternative to paid giants like Netflix, Disney, and Apple TV. The move comes amid Musk’s high-profile calls for users to cancel Netflix subscriptions, citing concerns over the service’s content, particularly shows featuring LGBTQ+ themes aimed at children. While X TV focuses on ad-supported free access, available on devices like Amazon Fire TV and Google TV, it represents Musk’s broader push into entertainment, potentially leveraging X’s user base to rival established players.

Musk’s feud with Netflix escalated in early October 2025, when he urged followers on X to “Cancel Netflix for the health of your kids,” responding to criticism of the animated series “Dead End: Paranormal Park.” The show, which aired two seasons before cancellation in 2023, features a transgender protagonist and has been accused by conservative voices of promoting a “transgender woke agenda” to young audiences, rated TV-Y7 for viewers seven and older. Musk amplified posts from accounts like Libs of TikTok, which highlighted clips from the series and called it “grooming” content, leading to a surge in boycott discussions. He confirmed his own subscription cancellation, stating “Same” to a user’s post about ditching the service.

The backlash extended beyond “Dead End,” with Musk reposting criticisms of other Netflix kids’ programming, including “Strawberry Shortcake: Berry in the Big City” for featuring drag queen-like characters and “The Baby-Sitters Club” for themes involving misgendering and transgender identity. He accused Netflix of “deliberately choosing to pay people to create sexualized content for children” and highlighted the company’s diversity initiatives, such as increasing non-white directors and leads, as discriminatory against white creators. Musk also pointed to Netflix employees’ political donations, claiming they were 100% to Democrats, framing the streamer as politically biased.

Netflix’s stock took a hit following Musk’s posts, dropping about 2-4% in early October, erasing billions in market value—reports cited losses up to $15 billion—amid volatile trading. The company, with over 300 million subscribers and a market cap near $490 billion, has not publicly responded to Musk’s campaign, consistent with past stances on free speech defenses for controversial content like Dave Chappelle’s specials. Analysts downplayed long-term impact, noting Netflix’s strong revenue growth—up 16% year-over-year to $11 billion in recent quarters—and potential offsets from ad revenue and new releases like “Stranger Things” Season 5.

The controversy ties into broader cultural debates, fueled by the show’s creator Hamish Steele’s alleged remarks mocking the death of conservative activist Charlie Kirk, who was assassinated in September 2025. Steele denied celebrating Kirk’s murder on Bluesky, calling the backlash “odd,” while voice actor Zach Barack defended the series, saying it “saved lives” for trans youth and parents. Musk’s personal history, including his estrangement from transgender daughter Vivian Wilson, whom he blamed on the “woke mind virus,” adds context to his stance.

X TV’s rollout, announced in December 2024, offers free, ad-supported viewing with features like cloud DVR, distinguishing it from subscription models. Musk has teased expansions, including video-sharing to rival YouTube and Twitch, with X TV beta available on smart TVs. Fan speculation on X suggests Musk could fund a massive service with classic movies or non-woke content, dubbed “Muskflix” in jest. Posts urge partnerships with figures like Clint Eastwood for anti-woke alternatives.

Musk’s history of targeting media includes 2023 calls to cancel Disney+ over advertising disputes and criticisms of “woke” content in shows like Netflix’s historical adaptations. X users have mixed reactions: supporters praise the boycott as protecting kids, while critics call Musk hypocritical for his “free speech absolutist” label amid cancel culture pushes. Conservative allies like Robby Starbuck and Rob Schneider echoed the calls, while progressive voices mocked the effort.

As Netflix prepares Q3 earnings, the boycott’s effects remain unclear, but Musk’s X TV could capitalize on discontent, offering a platform for user-generated or licensed content without perceived biases. With X’s 227 million users, integration could drive adoption, though building a content library rivals Netflix’s billions in investments. The clash highlights ongoing tensions in streaming, where cultural wars influence business strategies and viewer loyalties