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02 May 2018, 01:21 | Jermaine Blake
Credit Illustration by Tam Nguyen Ad Age
It looks like the entire social media world is betting video content will be its bread and butter going forward.
Twitter announced a deal on Monday, April 30, to collaborate with Disney on content, particularly by showing live events from the entertainment giant's sports arm ESPN.
According to Disney, the two companies will announce live shows now in development during NewFronts. NBCUniversal properties participating in the partnership include NBC, NBC News, MSNBC, CNBC, Telemundo, TODAY and E! The sports network will introduce Twitter audiences to SportsCenter Live, which will feature a mix of analysis and reporting, and Fantasy Focus Live, a video version of the ESPN podcast that will now stream live daily from the social media site. On the latter front, for example, Will Packer Media will produce Power Star Live, a 30-minute weekly show streamed live from Atlanta, bringing together the most entertaining, enlightening and comedic content across Twitter feeds while attributing and highlighting diverse voices. "The Twitter sports community is the digital roar of the crowd", said its global VP of revenue and content partnerships, Matthew Derella.
Disney will collaborate with Twitter in the creation of content, especially live broadcasts of its sports television subsidiary, ESPN.
The quantity of video views daily on Twitter has almost doubled over the past year, and the format contributed more than 50% of ad revenue for the last two quarters.
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On the news front, Twitter is extending its deal with BuzzFeed for morning news show AM to DM, is planning interactive series The New Space Race from Vice News and science series Pattern from the people behind The Weather Channel.
Live Nation Concert Series: After delivering live concerts to millions of fans, Twitter and Live Nation Concert's agreement will expand to include more concerts. Through the Creator Originals program, Twitter will debut series from creators including Josh Peck, Sara Hopkins and Brittany Sky.
Tools to create and share the most snackable clips from longer-form content, for instance, could help brands add reach to campaigns that, when restricted only to live content, lacks the scale big brands want for campaigns.
ESPN senior vice president for Platform Ad Sales Strategy & Global Operations at ESPN Travis Howe explained that social platforms were putting a major focus on sport-related content. "Only Twitter has brand-safe content, paired with the best presentation".
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