Twitter probably feels that it has found its “calling” after years of identity crisis when it comes to the social media sphere. At the recent 2018 Digital Content NewFronts, they announced around 30 new content deals with companies like NBCUniversal, Disney/ESPN, Viacom, Vice Media and Will Packer Media who will be producing original content spanning news, entertainment, lifestyle, music, gaming, and sports. This is part of the company’s push for premium video content as the format accounts for more than half of its current ad revenue.
Despite not providing specific numbers, Twitter shared that their video views have almost doubled in just the past year as they continue to push live content on the network which video plays a huge part of. According to Matt Derella, Twitter global VP of revenue and content partnerships, their network is where you get real-time conversations tied to both the video format and the ongoing relevant live moments and so having these new content partnerships is but a natural evolution to what he refers to as their “superpower”.
Some of the new original and live programming deals that they announced are: Live Nation Concert Series, digital magazine video shows like Seventeen’s IRL and Delish Food Day, Comedy Central’s The Creators Program, Ellen DeGeneres’ celebrity friends’ CELEBrate, news programs from BuzzFeed and Vice, sports shows on Formula 1, MLB, MLS, some game-related shows from CBS Interactive and IGN, etc.
Twitter also announced new branded-content initiatives, specifically new pilot shows from their Niche creator network (which they will offer to brands for sponsorships) and a “live brand studio” service to help advertisers maximize content creation and distribution of their own live content.