Twitter has made video the focus of its revenue growth strategy. As more than half of its ad revenue comes from video. Hence, it’s only reasonable for Twitter to work on expanding the video content on the platform.
Accordingly, Twitter announced multiple video content partnerships with a variety of news and entertainment outlets during its Digital NewFronts event. The list includes deals that will bring exclusive video content to the platform from Univision, Wall Street Journal, Time Magazine, NFL, Live Nation, MTV and others, giving way to making more premium video ad inventory available to advertisers.
The partnerships span a range of original content. The Wall Street Journal is producing an original video show called “What’s Now,”. Univision will be delivering Spanish-language sports, news and entertainment content. Time producing video content for Twitter connected to its “Time Person of the Year” and “Time 100” events. Live Nation will host a content series, and MTV will be broadcasting “Video Music Awards” programming content.
This diverse mix of outlets partnering with Twitter cover news, tech, politics, music and sports and speak to a mix of demographics. This emphasizes Twitter’s aim at appealing to a wide spectrum of brands.