New premium video content coming to Twitter
Twitter announced 16 new live-streaming and premium video content partnerships with companies like Bloomberg, Live Nation, BuzzFeed or IMG Fashion. The social network makes it clear that premium video content is now a top priority.“We want to be the first place that anyone hears of anything that’s going on that matters to them,” Twitter CEO Jack Dorsey said Monday at a presentation in New York.
Among the new partnerships is a round-the-clock streaming television news service by Bloomberg Media. It will be the first ever 24/7 breaking news network that will be global, live, social and exclusively on Twitter. Twitter said the new service will launch this fall. It will combine the news gathering capabilities of Bloomberg with the digital power, conversation and speed of Twitter.
Video consumption on Twitter continues to steadily increase, Twitter says. Moreover, it is the platform’s largest revenue generating ad format.
Live streaming of concerts
In the fourth quarter of 2016, more than 600 hours of live premium video was streamed on Twitter from content partners across roughly 400 events. As a result, it attracted 31 million unique viewers. This averaged approximately 50 hours of live programming per week, half of which was regularly scheduled programming. Live premium content partners saw a global impact, Twitter added. And they reached younger audiences, with approximately 50% of viewers under the age of 25.
Another partnership has been created with Live Nation, the live entertainment company, to exclusively livestream video of concerts.
“Our partnership with Twitter allows us to amplify the live music experience creating a tool for artists to reach millions of fans around the world” said Jordan Zachary, Chief Strategy Officer for Live Nation.
Some analysts questioned Twitter’s video strategy after it lost the NFL Thursday Night football game streaming to Amazon. But with its new announcements, Twitter appears determined to try to become the first screen for all major events.