Will Live Video Save Twitter?
Yesterday was a big day for Twitter. For the first time ever, the company hosted its own presentation at NewFronts 2017, a conference dedicated to the relationship between publishers and advertisers. CEO Jack Dorsey announced that the platform is partnering with more than a dozen sports, news, and entertainment brands to stream premium live content on Twitter.
What Can We Expect?
Each brand will offer a unique type of video programming for Twitter. MLB will bolster the games that it already streams on Twitter with a new weekly 3-hour live show. Bloomberg will also build on its existing live programming by debuting a 24/7 news stream exclusive to Twitter. In entertainment, Viacom and Dick Clark Productions will provide live streams of their red carpet events and awards ceremonies. Other partners within this Twitter video deal include the WNBA, BuzzFeed News, and LiveNation.
A Step In The Right Direction?
By bolstering its original live content offerings, Twitter expands the opportunity to own events and the conversations that happen around them. Twitter can attract users with its exclusive brand live streams and keep them on the platform by providing an environment to talk about the content in real-time. The “live” aspect of the content should also appeal to the growing number of cord cutters, who need a way to keep up with live video events in the absence of televised programming.
The social media network also emphasized that brands’ live video will be optimized for mobile. This is a smart move considering that mobile internet usage is much more popular among the younger demographic that Twitter is fighting to gain. Most importantly, these brand partnerships provide Twitter with a way to better monetize its service, a struggle that the company has been dealing with from its inception. Jack Dorsey did just buy $9.5 million in more Twitter stock, so he must be confident that things will only go up from here.
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May 3, 2017 at 07:25AM