Right on the heels of striking a deal with CBS News to live stream the upcoming Democratic and Republican conventions, Twitter is adding more content to its live-streaming lineup with an announcement that it will be carrying three daily news programs from Bloomberg TV starting this fall. Moreover, Twitter will be sharing the ad revenue with Bloomberg.
What Brands Need To Do
As Twitter continues to build out its live-streaming capabilities, it is also actively courting media owners to cover high-profile media events to attract an audience and monetize through ads. Since scoring the simulcast rights for ten NFL games in April, Twitter has reportedly already sold over 60% of its NFL ad inventory. This Bloomberg TV deal sets a precedent for splitting ad revenue, which gives media owners more incentive to distribute through Twitter to explore live video content. For brands, Twitter’s ad-friendly approach toward live streaming presents a viable channel to connect with an online audience that can be hard to reach via traditional media buys.