Twitter Inc (NYSE:TWTR) has announced that it will start airing original content from Nbcuniversal, Walt Disney Co (NYSE:DIS) and Viacom, Inc. Class B (NASDAQ:VIAB) among others on its platform. The company will also bring a version of “SportsCenter” produced by ESPN, which is owned by Disney.
During its NewFront presentation in New York on Monday, the social media company announced that it has signed over 30 new partnerships. The conference is the company’s annual presentation of video content from its ad customers.
In statement, Kay Madati, the company’s, head of content said that the company is not doing guess work but working in response to customer demand and wishes. He added that the company has been getting feedbacks from users on what they want so as to have constructive conversations on the platform.
Twitter has indicated that there has been a huge increase in daily video views on its platform. The company now says it will attract more audiences and advertisers by adding more premium programming. Half of the company’s advertising revenue comes from video according to its earnings report announced on April 25.
According to a report by market research company eMarketer advertisers spent a total of $13 billion on digital video in 2017. The report however says that if Twitter is able to partner with traditional media companies, it will be in a better position to dip into the television advertising budget which now stands at $71 billion. Twitter’s efforts to develop shows with online influencers may also eat into YouTube’s dominance.
Some of the new videos that the company will be launching include original shows and live videos from E! News, TODAY, Telemundo, CNBC, MSNBC, NBC News, NBC and NBCUniversal properties. It will also air Disney programming produced by Marvel, Radio Disney, Walt Disney Studios Motion Pictures, Disney Digital Network, Freeform, Disney Channel, ABC and ESPN.
The social media company will also air shows for BET and MTV, Hearst’s Delish, which will have a live show on the different U.S. food holidays. Other producers whose shows will be aired include Will Packer and Fox Sports.