Twitter unveiled more than 30 premium video content deals at the Digital Content NewFronts, expanding its programming slate through partners such as NBCUniversal, ESPN and Will Packer Productions.
Twitter said that daily video views have nearly doubled in the past year, and it has added a slew of new content to its offering of live and on-demand original programming, games and events.
NBCUniversal will distribute a variety of live video and clips from across its portfolio to Twitter to help create “unique viewing opportunities” for their audience. NBCUniversal properties participating in the partnership include NBC, NBC News, MSNBC, CNBC, Telemundo, TODAY and E! News, which will contribute entertainment, lifestyle, pop culture and events coverage.
In partnership with ESPN’s SportsCenter Live, fans will receive unparalleled coverage in Twitter Moments and video with @SCLive, a Twitter take on its flagship program and an extension of its popular @SportsCenter handle that reaches more than 35 million sports fans. ESPN’s award-winning and popular fantasy sports podcast Fantasy Focus Live will now also be live streamed daily on Twitter.
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 addition to the recently announced weekly live stream MLB game and highlights package, MLB will live stream a brand-new show on Twitter around the MLB All-Star Game and Postseason.
A partnership with Will Packer Media will see the 30-minute weekly show Power Star Live be streamed live from the Atlanta University Center in Atlanta, bringing together entertaining, enlightening and comedic content across Twitter feeds while attributing and highlighting diverse voices.
Further partnerships and programming come from Viacom, Hearst Magazines Digital Media, Ellen Digital Studios, Live Nation, BuzzFeed News, VICE News and others.
“Twitter is the only place where conversation is tied to video and the biggest live moments, giving brands the unique ability to connect with leaned in consumers who are shaping culture,” said Twitter’s global VP of revenue and content partnerships, Matthew Derella. “That’s our superpower.”
“We’re not guessing, we’re listening. 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. “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.”