Twitter pushes to become the destination for premium streaming video with new content deals announcement

As it looks to become the destination for premium streaming video, Twitter announces 30 new content deals and renewals. The company made the announcement at its annual NewFront presentation in New York. 

As a result of the deal, the company will bring new original programming and live shows across news, lifestyle, entertainment, sports, and gaming to its platform from the likes of NBCUniversal, Disney/ESPN, Hearst, Viacom, and other big-time media players.

With the recent success the company has had with video, the move makes a lot of sense. During its quarterly earnings call last week, it announced that video views on the platform doubled within the last year. It also said that video ads accounted for more than half of its ad revenue and was its fastest-growing ad format so far this year. 

"We're not guessing, we're listening. People tell us what they want to see with the conversations they share on Twitter,"  Kay Madati, Twitter's Global Head of Content Partnerships, said in a release. "In the past year, we've really expanded our efforts with the best publishers and content creators in the world to bring a slate of programming that reflects those diverse content interests."

Twitter is also launching a new division called Creators Original. The Niche-powered division will help Influencers make scripted series for Twitter on behalf of brands. Along with that, the company is launching a Live Brand Studio, an in-house studio, and team that will help brands make live video content for Twitter and provide them with analytics. 

For more on the announcement, read the full release here. 

SOURCE: PR Newswire