Twitter Will Soon Start Hosting 24/7 Live Video Content
Apr 27, 2017, 02:21
For Twitter, the window of profit lies in the 15 - 30 seconds unskippable ads that it would play in between the videos, for which the advertisers would pay.
Despite losing National Football League to Amazon, that deal was instrumental in getting more companies interested in airing videos on the platform. It held a deal with the National Football League for Thursday night games last season, which will be taken over by Amazon this year, but that isn't going to significantly derail Twitter's plans to eventually offer up content around the clock.
The NFL package streamed through the site netted 3.5 million viewers, while the pre- and post-Oscar shows brought 6.4 million viewers to the platform.
Noto has not revealed many details about their plans for live broadcasting, but the timing is worth taking note of, as it comes in the same month in which Twitter lost the rights to stream Thursday Night NFL games to Amazon. "We're working on many, many things", Noto said.
Most of the content is going to be live, but Twitter needs to have a decent lineup of entertainment-related shows to woo advertisers for its network.
"It was instrumental [in generating additional interest]", Noto said of the National Football League deal, declining to comment on the premium Amazon seems to have paid for it. And much like Facebook, it is gunning for a video-first strategy but with a twist of its own - something we've come to expect from the micr0-blogging platform.
It has since signed multiple such partnerships, garnered more than 45 million viewers and 800+ hours of live streaming video in the process.
From what it seems, Twitter has noticeably started to figure out the direction it intends to take as a platform under the leadership of CEO Jack Dorsey.
We think that is a great way to have the programming carried along with you during your day.
"Focus in on it when you hear something that's of interest, but then maybe not be 100 percent focused on it when it's not of interest", Noto explained, talking about what he calls dip-in and dip-out programming, which the platform will stream initially.
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