Twitter recently announced its first-ever Digital Content NewFronts with 16 live streaming content deals across sports, news and entertainment, which will bring hundreds of hours of new premium video content to the social micro-blogging site.
The announcements include exclusive original live programming, live games and events, live syndications, extensions of existing live deals, and new always-on live streaming content onto the platform. This presents new opportunities for brands to reach passionate and engaged audiences by sponsoring premium video content at scale.
Twitter executives, including CEO Jack Dorsey, COO Anthony Noto, CMO Leslie Berland and Global VP of Client Solutions Matthew Derella presented the live content offerings to brand and agency partners.
“We could not be prouder of the success we have achieved so quickly since launching of live streaming premium content. Last quarter, we streamed over 800 hours of live premium content from leading brands across sports, Esports, news, and entertainment,” said Noto. “Adding these 12 new live deals tonight is a testament to the success of our only-on-Twitter experience, combining high quality streaming video with our only-on-Twitter conversation.”
“The rest of this month, you're going to see a lot of presentations,” said Derella. “You're not going to see anyone that can give you the audience mindset, the most premium content, and do both at massive and accelerating scale like Twitter can.”
A snapshot of 11 global live streaming content deals that were announced:
Sports
WNBA: The WNBA (Women’s National Basketball Association) will live stream 20 regular season games per year on Twitter in 2017, 2018 and 2019.
Major League Baseball (MLB) Advanced Media: In addition to weekly live MLB games that stream on Twitter this season, a new three-hour once weekly MLB programme will live stream exclusively on Twitter.
The Players’ Tribune: #Verified, a new live show, exclusively on Twitter, featuring a modern forum for athletes to connect directly with fans.
PGA Tour: The PGA Tour will live stream 360 video of the 17th hole at TPC Sawgrass during The Players Championship.
News
Bloomberg Media: Bloomberg will debut the first-ever 24/7 breaking news network that will be global, live, social and exclusively on Twitter.
The Verge: Coming this fall, Circuit Breaker: The Verge’s Gadget Show is a weekly live programme that will review and experiment with the hottest gadgets everyone wants.
BuzzFeed News: MorningFeed, a brand new morning news and current events show broadcast live on Twitter by BuzzFeed, will reach an audience that wakes up hungry for the latest in ‘fire Tweets.’
Cheddar: Cheddar’s Opening Bell is now streaming live daily at 9 am ET from the New York Stock Exchange, bringing the day’s finance, tech and business news to viewers.
Entertainment
Live Nation: Live Nation will deliver select Live Nation concerts and original content exclusively on Twitter.
IMG Fashion: IMG Fashion will bring exclusive runway shows and behind-the-scenes Fashion Week content for Twitter users, live, from New York, Milan, Paris, London and beyond
Propagate: #WhatsHappening is a new live daily, entertainment-driven, primetime show on everything in the world that embraces Twitter’s unique conversation.
The remaining deals are not global in nature. As per reports, the other content deals are:
- National Football League (NFL) in America.
- Stadium – which will be a 24/7 linear experience featuring live games, collegiate events and sport highlights just like a TV programme.
- Esports which includes live stream of 15 tournaments and have 1,500 hours of online gaming from a number of partners.
- With Viacom, Twitter will stream awards shows like the Grammys and BET Awards.
Twitter’s Jack Dorsey took his platform while announcing the partnership as he re-tweeted Mike Bloomberg’s tweet about discussing their live streaming association:
Maya Hari, MD, APAC, Twitter too tweeted a link about their association with Bloomberg:
People have always come to Twitter to see and talk about what’s happening. Over the last four years, Twitter has brought users video content around the things they’re already discussing on the platform, working with the world’s top TV networks, sports leagues, publishing houses and magazines, and professional news outlets. In 2016, they started building on this to bring live streaming video to Twitter to create a one-screen experience for great live content and the conversation around it. Brands align with all of this content to reach engaged audiences at scale.
Their live video and amplify business now work hand-in-hand as they’ve grown their premium video business to over 200 premium video publishers across the most active segments on Twitter — from sports and Esports, to news, creators and entertainment.
In Q1 this year, their second quarter since launching live video on Twitter, they delivered over 800 hours of live streaming premium video content across over 450 events, driving an audience of 45 million unique viewers. And this audience is global, mobile, and influential, with 55 per cent of their logged-in live viewers being under the age of 25.
Like Twitter puts it ‘We’re just getting started.’ With these new content offerings, Twitter is helping people enjoy more of great video content, helping publishers drive more revenue, and helping brands align with the best mobile video content, all at massive and accelerating scale.
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