Some of Twitter's pilot media partners are seeing revenue and adding live content to the platform, but brand interest hasn't kicked into high gear yet.
Twitter's head of content, Kay Madati, explained that the new deals are a result of consultations with users around what they want to see on the platform: "People on our service tell us directly what they want to see through conversations on Twitter".
Financial terms were not disclosed.
Those include partnerships with the big players in media - starting with NBCUniversal, which will be sharing live video and clips from properties including NBC News, MSNBC, CNBC and Telemundo. For instance, Bloomberg launched TicToc, a 24-hour Twitter news service this year, but its daily viewership and average length of views are still kept private. Two of the deals are for new series, while one adds to an existing series and another focuses on individual documentary-style content. With ESPN, Disney is giving Twitter the keys to do its spin on SportsCenter Live with a mix of sports-related news and insights available through Twitter's "Moments" tab. Vice News, the HuffPost, Vox Media and BuzzFeed are either debuting or continuing original programs focusing on popular topics on Twitter. On the latter front, for example, Will Packer Media will produce Power Star Live, a 30-minute weekly show streamed live from Atlanta, bringing together the most entertaining, enlightening and comedic content across Twitter feeds while attributing and highlighting diverse voices.
Barstool Sports: An eight-episode Twitter exclusive, Barstool Live is a new show offering insight on some of the biggest sporting events in the USA with Pat McAfee, Dean "Big Cat" Katz, and sports writer PFT Commenter.More news: Jammu and Kashmir cabinet rejig: Govt brings in new faces
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According to Disney, the two companies will announce live shows now in development during NewFronts.
Bleacher Report: House of Highlights, which already boasts millions of followers, is airing on Twitter with a reinvented show on sports highlights. An announcement about that specific partnership earlier on Monday pushed Twitter shares up 4.5 percent.
The Game Awards: Back for the third time, The Games Awards, an awards show noting top video games and esports, will be live on Twitter in December.
"At Twitter, we are not ideal and we don't have all the answers", said Matthew Derella, global VP of revenue and content partnerships.
The short message platform has turned into a video powerhouse, generating revenue from video ads both in the USA and overseas. "Only Twitter has brand-safe content, paired with the best presentation".