Twitter pushes into live streaming with string of major content deals

Twitter is set to dive more deeply into the video streaming space with partners including Bloomberg Media, the NBA and BuzzFeed News signed on as content partners.

The social platform has unveiled a slate of new content deals across sports, news and entertainment at its first-ever digital content NewFronts presentation overnight which will see “hundreds of hours fo new exclusive live original programming, live games and events, live syndications, extensions of existing live deals and new always-on live streaming premium content to the platform”.

Twitter COO Anthony Noto said in a statement: “We could not be prouder of the success we have achieved so quickly since launching live streaming premium content. Last quarter, we streamed over 800 hours of live premium content from leading brands across sports, esports, news, and entertainment.

“Adding these 12 new live deals tonight is a testament to the success of our only-on-Twitter experience, combining high quality streaming video with our only-on-Twitter conversation.”

Across news, Twitter will now host streamed content from Bloomberg Media, BuzzFeed News, The Verge and Cheddar.

Bloomberg is set to debut a 24/7 breaking news network that Twitter says will be “global, live, social and exclusively on Twitter”.

Set to launch this spring,  the new live streaming news network will combine the global editorial and news gathering capabilities of Bloomberg with the conversation and speed of Twitter.

Meanwhile, BuzzFeed News will be drawing on Twitter’s new capabilities to launch a morning news and current events show which will see hosts bring news and memes to the audiences.

Tech site The Verge is set to launch Circuit Breaker: The Verge’s Gadget Show, a weekly live program that will review and experiment with gadgets.

On-demand video news network Cheddar will bring its hour-long Opening Bell to Twitter, streaming live daily at 9am ET from the New York Stock Exchange.  This expands on Cheddar’s Closing Bell show at 3pm ET, which has aired on Twitter since last September and is now available in Australia.

Twitter has also signed a number of deals across sports.

  • WNBA: Starting later this month, for the first time the WNBA will live stream a weekly regular-season game on Twitter (20 total per season) during the 2017, 2018 and 2019 seasons. Twitter will deliver live action of the best in women’s basketball and the best in fan conversation about each game all on one screen — available in Australia from May 14.
  • MLBAM: In addition to weekly live MLB games that stream on Twitter this season, a new 3-hour once weekly MLB program will live stream exclusively on Twitter. The whip-around show will feature live MLB game look-ins and highlights, and tap into the power of Twitter by delivering those top moments and discussing MLB storylines as they’re trending in real-time. Stay tuned for more information regarding timing and talent — available in Australia.
  • STADIUM: A new, original, fully programmed, 24/7 linear experience will stream live on Twitter in the coming months. This network will integrate exclusive live collegiate sporting events, extensive highlights, classic games, and daily live studio programming. Combining the production quality and editorial values of TV with the speed, accessibility, and interactivity of Twitter, STADIUM infuses real-time, fan sentiment and feedback into every sports conversation, covering the topics that matter most to sports fans as they happen.
  • The Players’ Tribune: #Verified, a modern forum for athletes to connect directly with fans, will be a live show, exclusively on Twitter, featuring athletes answering fan questions and sharing their insight, reactions and timely takes on important topics on and off the field. Driven by Twitter and fan-submitted questions, the series will debut in the coming months and will feature regular interviews from some of the most popular players across sports, including Karl-Anthony Towns, A.J. Green and Richard Sherman — available in Australia in the coming months.​
  • PGA TOUR: Building upon the current live stream relationship between Twitter and PGA TOUR LIVE that features more than 70 hours of live competition coverage across 31 tournaments, the PGA TOUR will live stream 360 video of the iconic island 17th hole at TPC Sawgrass during THE PLAYERS Championship (from May 11-14) on Periscope and Twitter — available in Australia, May 11 – 14. ​

The social platform will also be delivering exclusive live entertainment content.

  • Live Nation: Live Nation will deliver select Live Nation concerts and original content exclusively on Twitter. The concert series launches on Saturday, May 13th with a live stream of the three-time GRAMMY-winning multi-platinum Zac Brown Band. The event kicks-off their highly anticipated new album ‘WELCOME HOME’ (Elektra/Atlantic) and their 2017 tour in their hometown of Atlanta on a sold-out opening weekend at Verizon Wireless Amphitheatre at Encore Park. Grammy Award-winning San Francisco rock band Train, Portugal. The Man, August Alsina and Marian Hill will also live stream one of their upcoming shows. Additional artists will be announced at a later date — available in Australia from May 13.
  • IMG Fashion: IMG Fashion will bring its premium designer and brand relationships to a content program consisting of exclusive runway shows and behind-the-scenes Fashion Week content for Twitter users, live, from New York, Milan, Paris, London and beyond in September 2017. IMG Fashion will also work closely with Twitter to leverage partnership opportunities exclusive to Twitter users globally — available in Australia later this year.
  • Propagate: #WhatsHappening is a daily, entertainment-driven, primetime show on everything in the world that embraces Twitter’s unique conversation. See every side of pop culture, music, binge-worthy television, celebrity Tweets, and top trending discussions as they unfold around the globe — available in Australia later this year.

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.