Twitter continues its aggressive push for more live video content on its site by signing a new multi-year deal to distribute official NFL video and other types of NFL content year-round. During football season, a new half-hour live show featuring NFL network personalities will air on Twitter five nights a week. In addition, the deal also includes live pre-game coverage such as Periscope broadcasts of play warm-ups and sideline interviews that grant football fans behind-the-scene peeks. However, the deal does not contain any actual NFL game.
What Brands Need To Do
Earlier this year, Twitter lost the bid to stream the NFL’s Thursday Night Football games this year to Amazon. But the microblogging service has been adamant in ramping up the video content on its site, as it works with Bloomberg Media to launch a 24/7 live news channel and signed content deals with 12 digital publishers for more original content earlier this month. Twitter is hoping these new video content will attract enough viewers to sell video ads against, and its ad-supported live video provides brand marketers with a valuable channel to reach sport fans, especially those whose viewing habits have shifted away from traditional linear TV and are therefore hard to reach via TV ads.