Twitter continued its quest for more live sports content as it struck a deal with the NBA to broadcast exclusive live content on its platform. It is important to note that the two “live original programs” that Twitter will be getting from the NBA will not include actual game broadcasts. As part of the deal, Twitter will also double the number of ad-supported NBA highlights it posts to Twitter and Vine. Twitter reportedly splits the ad revenue from those highlights with the NBA. Last week, Twitter signed a deal with Pac-12 Networks to live stream over 150 collegiate sports events during the upcoming 2016-2017 season.
What Brands Need To Do
As Twitter continues to buff up its live video content with a heavy focus on live sports, it opens up more opportunities for brands, especially those in sports, activewear, and fitness, to reach their target audiences on social channels. Agreeing to split ad revenue with content providers, Twitter’s ad-friendly approach toward live streaming should be taken into consideration as brands seek to connect with an online audience that may be difficult to reach via traditional media buys.