Twitter to focus on live events for 2017

Twitter is to focus on live streaming sports, entertainment, news and political events in 2017 through its new TV video app, as it continues to ramp up its video efforts.

Dara Nasr: UK managing director at Twitter
Dara Nasr: UK managing director at Twitter

The technology company is looking for new brand partners for its app, which it launched last month across Apple TV, Amazon Fire TV and Xbox One.

The app features live streaming video of events, ranging from NFL and the Premier League to the US presidential debates. It allows Twitter users to join in and be part of the conversation live as the video is being streamed through the app.

Twitter has announced The Melbourne Cup as the latest sporting event to partner with it to live stream its race. Brands will also be able to place customised 30-second mid-roll ads during the streams.

The app is also part of Twitter’s effort to promote more video content on the site following research by Cisco that claims 82% of Internet traffic will be video by 2019.

At Twitter's IAB Digital Upfronts in London on 20 October, UK managing director Dara Nasr told Campaign: "Brands love video and audiences love video.

"We have seen video grow by 220 times since 2015 and 93% of video on Twitter is seen on mobile."

However, Nasr said the video content distributed or curated on Twitter would be user or brand generated content and ruled out becoming original content creators, like platforms such as BuzzFeed or AOL.

He added: "We have Niche who are creators that work with brands. It’s not in the foreseeable future that we’ll create our own content, we’re a platform. Niche gives brands all the metrics about their campaigns with very high engagement rates." 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More