Twitter has signed over 30 deals with media publishers that include NBCUniversal and Walt Disney Co. to increase its offerings of videos with more news, sports and entertainment.
NBCUniversal, which is part of Comcast Corp., has agreed to distribute clips and live video on Twitter via its different media properties that include MSNBC, E! News and NBC News.
In addition, Viacom Inc. will create new shows that include BET Breaks that will focus on the perspective of African Americans on pop culture and more.
Disney will work with the microblogging site to create sporting programming that will be telecast live, as well as other content. After an announcement made about the partnership early Monday shares of Twitter surged and ended the day 4.5% higher.
ESPN, which is owned by Disney, will launch SportsCenter Live that will produce breaking sports news on Twitter. A podcast of the networks fantasy sports will be livestreamed as well on Twitter.
The additional partnerships expand the push by Twitter to become an online live video destination. This strategy is broadening the appeal of Twitter amongst users and its advertisers, who have become more interested in marketing through video.
The quantity of video views daily on Twitter has nearly doubled over the last year, and the format contributed more than 50% of ad revenue for the last two quarters.
These new deals might help Twitter to complete better versus larger rivals such as Facebook that are investing as well in video and livestreaming.
The programming on Twitter focuses mainly on the conversations that are already taking place on its service. Vice News, the HuffPost, Vox Media and BuzzFeed are either debuting or continuing original programs focusing on popular topics on Twitter.
The digital media and magazine unit of the Hearst Corp. will produce original programming that will include Seventeen, a live news show that focuses on fashion and pop culture.
The global breaking news network TicToc on Twitter is produced by Bloomberg LP.
Videos are taking over social media. On sites such as Facebook, videos have become hugely popular from cooking food to street fights and from news reports to entertainment clips.