Twitter recently announced 16 live streaming content deals for its platforms in a bid to up their video content offering. The streaming deals are across sports, news and entertainment, which will bring hundreds of hours of new premium video content to the social micro-blogging site.
In order to know more about those partnerships and how they will benefit users in India, BestMediaInfo.com spoke to Taranjeet Singh, Business Head, Twitter India.
Asked how the partnerships will benefit users in India, he said, “From music concerts with Live Nation to golf with PGA Tour, Twitter is bringing these live stream shows and more to users in India and the rest of the world through these global partnerships, giving them more content to watch and enjoy on the platform.”
When asked if any of the Indian brands has partnered with them for live streaming, Singh said that Twitter has partnered with many Indian brands on live stream via Periscope since 2015 and they will continue to explore opportunities with live and video.
Although, it must be noted that among the 16 partnerships that happened, none of them was an Indian brand. 11 of them were global partnerships and the remaining five were America centric.
The other five partnerships are with stadium, National Football League (NFL), ESports, Dick Clark Productions (DCP) and Viacom.
Stadium: The original programme on Twitter will stream 24/7 in the coming months and feature content from collegiate sports, along with highlights, classic games and daily studio programming.
NFL: Starting this fall, Twitter is extending its live and will amplify its relationship with the NFL. The NFL will produce live daily programming (Sunday-Thursday) on Twitter centred on the latest NFL news. This will include key storylines, fantasy projections, team power rankings, and pre-game updates, all delivered from the NFL’s top analysts. The collaboration also includes live Periscope video before kick-off to games and video-on-demand highlights during marquee primetime matchups, including Thursday Night Football, Sunday Night Football and Monday Night Football.
ESports: This partnership will bring over 15 live stream esports tournaments, and weekly original content in 2017, amounting to over 1,500 hours of live programming on Twitter.
Dick Clark Productions: DCP will live stream red carpet programming on Twitter for the 2017 Billboard Music Awards, American Music Awards, and the Streamy Awards.
Viacom: Building on the success of its awards shows so far in 2017, Twitter announced a multi-brand deal with Viacom for the following pre-show red carpets and, of course, the live Twitter event timeline about the show: MTV Movie and TV awards, BET Experience (BET Awards) and MTV Video Music Awards.
Ever since the Twitter IPO, gaining users has been of concern to their investors. But these partnerships seem bring in some promising users to the platform. Singh added, “Twitter’s audience continued to grow with accelerating momentum in Q1. Daily active usage (DAU) increased 14 per cent year-over-year, marking the fourth consecutive quarter of accelerating growth.”
Concluding, Singh tells us that video consumption on Twitter in India grew by 400 per cent in 2015 and it continues to grow. “These live streaming deals will offer Twitter audience more content to enjoy on the platform.”