Culture&Arts

Twitter signs 30-plus video deals with Disney, Viacom, NBC and others

Twitter signs 30-plus video deals with Disney, Viacom, NBC and others

Twitter is going all in on video at NewFronts this year, announcing more than 30 video content deals with a number of media organizations, including NBCUniversal, Ellen Digital Studios, ESPN, Viacom, MLB, and multiple gaming companies. The live and original programming agreements include a partnership with Disney to create live sports programming and other content for the social media platform.

Twitter and Disney-owned ESPN will announce specific live shows in development this week at their NewFront presentations, the companies said in an emailed statement. "People tell us what they want to see with the conversations they share on Twitter", said Twitter's global head of content partnerships, Kay Madati.

Wendy's, for example, is the first brand signed up for a new sponsorship product called Creator Originals, which allows the fast-food chain to promote and place in-stream ads on content from popular accounts in Niche, Twitter's creator and influencer network. Video views on Twitter have doubled in the past year, the company said. "There will be rival sports coverage through a new partnership with Barstool Sports, and The Players' Tribune renewed its program "#Verified". "In the past year, we've really expanded our efforts with the best publishers and content creators in the world to bring a slate of programming that reflects those diverse content interests".

The announcement come on the heels of a strong first quarter for Twitter, during which video made up more than 50 percent of its advertising revenue. No details were given around how Twitter plans to work with brands, or the costs involved.




Vox Media: Hosted by Liz Plank (@feministabulous), Divided States of Women (@DSoWomen) is a new live news show with a female focus spanning breaking news as well as special events and interviews.

Also in the way of sports, F1 fans will be able to access a post-race show exclusively live on Twitter, featuring highlights, analysis and interviews. In cutting its new video deals, the company almost doubled its number of video shows, from 16 to 30. The former will focus on foody content, while the latter will cover the latest pop culture in a live news show format.

While Twitter has built a solid core base of celebrities, politicians and journalists, it has failed to match the broader appeal of Facebook and other social media platforms, hurting its ability to bring in ad revenues.


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