Twitter, news outlets, game publishers, networks, and columnists, all announced a long list of new content that will be available on Twitter over the coming year. There will be a mix of live and on demand premium content coming to Twitter, which the company hopes will entice new advertisers and increases its user-base and engagement. The new collaborations include a wide array of content, stretching across news, sports, gaming, and entertainment.
“When you collaborate with the top publishers in the world, you can develop incredibly innovative ways to elevate premium content and bring new dimensions to the conversations that are already happening on Twitter,” said Twitter Global VP and Head of Content Partnerships Kay Madati. “Together with our partners, we developed this new slate of programming specifically for our audiences, and designed the content to fuel even more robust conversation on Twitter.”
Madati and Sarah Personette, Vice President of Twitter Global Client Solutions, were joined on stage by Twitter’s Global Head of Revenue and Operations Matthew Derella. They welcomed Univision News anchor and host Jorge Ramos, New York Giants wide receiver Golden Tate, NFL Network insider Ian Rapoport, Wall Street Journal Editor-in-Chief Matt Murray, Wall Street Journal CMO Suzi Watford, singer/songwriter Madison Beer, and MTV’s Sway Calloway.
“Aligning with premium video content on Twitter is the way for brands to move at the speed of culture and connect to the most valuable audiences when they are most receptive,” said Sarah Personette, Vice President of Twitter Global Client Solutions. “Cultural resonance is not only critical, but it delivers results for marketers who want to launch something new and connect with what’s happening.”
In the fall, Live Nation is launching a new concert and festival series exclusively on Twitter. The series will feature 10 concerts, in 10 weeks, with 10 world class artists. Live Nation will also capture must-see moments from iconic festivals including Governors Ball, Lollapalooza, Bonnaroo Arts & Music Festival, and Electric Daisy Carnival, among others, and share recaps from festival Twitter handles for fans.
The MTV VMA Stan Cam gives fans the power to create their livestream, their way, all on Twitter. Using a series of short-form livestreams on Twitter, MTV will ask fans to decide which audience member they’d like to watch on a live reaction cam or follow backstage and behind-the-scenes during the show’s biggest moments. MTV will also ask Twitter fans to send questions to talent for real-time feedback in-show. Viacom will also be bringing back red carpet coverage of BET, CMT and MTV’s biggest tentpole events.
The NFL joined a multiyear partnership extension with Twitter, and will offer a full slate of video highlights, breaking news and analysis for users. The partnership will also include new live shows anchored around NFL tentpole events. The NFL will deliver weekly content with new video clip series and content formats such as Q&As, fan polls and Twitter moments.
“ESPN Onsite” will be the brand extension of ESPN live shows from locations. “Onsite” will include the existing ESPN franchises on Twitter like The College Football Show, Hoop Streams, Ariel Helwani’s MMA Show, and MLS Countdown Live. Beyond those programs, ESPN will add Onsite branding on Twitter around other tentpole events when they are on location. In addition to live video, these programs also feature a mix of clips and fan engagement opportunities.
In gaming, Blizzard Entertainment will bring more BlizzCon content to Twitter. During the event, Blizzard will be delivering a selection of content from the show to Twitter for the first time. Viewers worldwide will be able to enjoy the entirety of the BlizzCon opening ceremony, exclusive behind-the-scenes interviews and live broadcasts, clips and highlights of game-developer panels, esports tournaments, and more.
In news, The Wall Street Journal, Bloomberg, CNET, and TIME will also start hosting more interactive content, with more videos. Twitter also teased new content from The Players’ Tribune, and the Bleacher Report, which will start offering more of their content directly on the platform, along with more engagement opportunities.
Univision will bring new Spanish-language content to the United States for its Hispanic community. The content includes sports, news, and entertainment. The network will offer 2020 Election analysis and reporting with VISION 2020, as well as select highlights from two of the world’s top soccer properties Liga MX and UEFA Champions League. Other content includes the Latin music award show, and reality moments with Reina de La Canción and Mira Quién Baila.
The MLS also announced a multi-year extension of their content agreement with Twitter. That agreement will provide fans highlights, engagement opportunities and a comprehensive slate of live matches in English. In addition to partnering with Univision on live matches, MLS will post every goal on Twitter.
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