Twitter claims it has no streaming ambitions as it announces a raft of new content deals
Twitter has denied it wants to enter the competitive content creation or streaming market as it increases the number of content deals it has with publishers and broadcasters.
The social media giant – which has announced deals with Seven, Fox Sports, Buzzfeed, Vice, Domain and SBS – has also claimed partner organisations are earning more money from the platform than ever before.
Twitter doesn’t want to create its own content
Amid ongoing debates about whether publishers are earning their fair share of revenue from their content on Facebook, Jennie Sager, Twitter’s director of content partnerships across APJ, said in contrast, publishers are earning more money than ever before from Twitter.
“I can only go off of the feedback that we hear directly from publishers and partners, and the feedback that we get is that we are very high-touch and we treat the word ‘partnership’ in the truest sense,” she told Mumbrella in response to questions about whether the revenue split between social media giants and local content creators is fair.
“So when we work with them, it’s very much a two-way street where we discuss their objectives and their goals with them and work together to come up with the best solution, so hopefully, yes [our relationship is more positive and productive than that of Facebook],” she said.
“Partners often say that we’re the best to work with, and we’ve been focused on monetisation with partners longer than any other platform. So, I think there are key points of difference with Twitter, and publishers are making more money than ever before on our platform right now.”
Sager: We are aggressively investing in video
The deals announced today include “more content packages” with Seven West Media, highlights from the AFL and NRL as well as ongoing content partnerships across A-League, cricket and surfing via Fox Sports, and video packages with Domain to cater to consumers’ love of property.
Sager said this was evidence that the platform was more interested in ‘supporting conversations’ around other organisations’ content, than actually creating the content itself.
“I think that we specifically are aggressively investing in video and live and in bringing the best content to the platform that supports the conversation,” she said.
“I think one thing that sets us apart is we are not producing custom content ourselves. We are not trying to be a Netflix, we’re not looking at streaming, customised, self-produced shows or anything like that. We are partnering with publishers and organisations that are bringing their content to our platform, so I think that’s one thing that’s different about Twitter.”
Twitter is in the best position to do this, comparative to other platforms, as it is already the default second screen around traditional television viewing, news consumption and entertainment watching, she said.
“We work with [our partners] to surface the best of their content to get more eyeballs on that content and to complement their content. So we’re not trying to take tune-in away from TV, for example, we are complementing the content that they have in their broadcasting, and growing their reach and their revenue, and again supporting that conversation,” Sager said.
“Twitter is by all means the number one platform as the second-screen experience to television viewing. And, you look at something like Married at First Sight, which is one of the most tweeted about shows this year, and we’ll be in partnership with Nine [with] packages around that.”
She said the growth in commercial ties between Australia’s television networks and Twitter was particularly significant.
“One of the things that I’m really excited about is the growth that we’ve had with our TV partners in Australia. So we’re really excited to be able to announce that we are partnering with all of the major broadcasters – and that’s everyone from Seven to SBS to Foxtel and Fox Sports and some others as well – and I think the growth that we’ve had in that area is particularly exciting because TV broadcasters provide the best content that supports the conversations that already exist on the platform across news and entertainment and sports.”
With the platform increasingly moving into video, and relying on real-time content consumption, Sager said she had no concerns about an Optus-style meltdown – in which the local telco’s technology could not keep pace with consumer demand.
“No. Absolutely not,” Sager insisted. “We’re always updating both the product and the platform and obviously we have a fantastic team of engineers and product support, and it’s absolutely not one of my concerns.”
The Australian deals:
Sports
Fox Sports: Highlights from AFL/NRL finals and ongoing content partnership across A League, cricket and surfingNRL (@NRL): Twitter has partnered with the NRL, one of the biggest sporting leagues in Australia, to bring fans premium Rugby League content from @NRL. Fans can catch weekly recaps, match previews, live content and insights from NRL talent, only on Twitter.
Seven West Media: Seven West Media is one of Australia’s leading integrated media companies, with a market-leading presence in broadcast television, magazine and newspaper publishing and online. Channel 7 is the home of hit shows like My Kitchen Rules and House Rules, and also the home of the race that stops the nation, The Melbourne Cup. Twitter is excited to continue to grow the deep partnership with Seven West Media and will bring more content packages to the table in 2019 than ever before.
Entertainment
Sony Music: Music is one of the most talked about topics on Twitter, and music fans are one of the biggest communities on the platform. In a partnership with Sony Music, we’re giving brands the chance to tap into this massive community, with custom content from APAC’s biggest stars, behind the scenes clips, and original content that’s on Twitter first. It all kicks off with award winning artist @GuySebastian.NBCUniversal: NBCUniversal (@NBCUniversal) owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. Their partnership with Twitter will bring E!’s signature Live from the Red Carpet events as well as popular TV programming from @eonlineasia, @eonlineau and @DivaTVAsia to the platform.
SBS: Whether it’s sports, entertainment, or lifestyle, SBS has your front row ticket to premier events. In 2019, SBS is partnering with Twitter to bring you the best of Mardi Gras, Eurovision and major sporting events.
News
Domain (@domaincomau): Australians are obsessed with property and Domain is one of Australia’s most followed brand accounts. The leader in Australian property information, Domain offers the latest market coverage that attracts qualified buyers, sellers, renters and investors. With an established editorial team who continue to lead the Australian property conversation, @domaincomau is partnering Twitter to showcase video highlights of every property need – whether it’s buying, selling or renovating.BuzzFeed (@BuzzFeed): Together, Twitter and BuzzFeed have reshaped the delivery of news to a global millennial audience, including the successful only-on-Twitter LIVE weekday program AM2DM. BuzzFeed Editor in Chief, Ben Smith calls Twitter the ‘beating heart of news’. With the partnership extended to the region, BuzzFeed’s uniquely engaging content is available across Asia, providing the opportunity for brands to reach a younger, highly engaged audience. In-stream sponsorship packages include the hugely successful BuzzFeed brands @tasty, @nifty and @bringme.
Bloomberg (@business): The partnership between Bloomberg and Twitter combines the credibility of Bloomberg’s global team of more than 2700 journalists and analysts with Twitter’s unrivalled speed and reach. With its expertise in Asian business news, data and analysis, Bloomberg connects influential audiences to real news, ideas and intelligence as no other source can. Across accounts including @BloombergAsia and @BloombergJapan, we’ve got Asia and the world covered. In-stream sponsorship packages include Top Stories of the Day, @Markets Highlights and the latest @technology news.
VICE (@VICE): VICE is the world’s leading youth media company, building a deeply relevant, local presence across Asia Pacific through its Singapore HQ and multiple offices across the region. This partnership will bring a powerful new offering for audiences and brands alike, combining VICE’s compelling voice with Twitter’s immediacy and conversational power — delivering premium content to wherever young audiences are consuming news, culture and talking about what’s happening in their lives, at scale.
