Twitter has really been putting a lot of effort into its live-streaming products lately. But it’s not consumers that it’s targeting, because we’re not talking about its live-streaming on Periscope. Earlier this year, the company announced a deal with the NFL to broadcast games live. Earlier in July we were treated to a test of Twitter’s live-broadcasting capabilities, with the broadcast of the Wimbledon Tennis Tournament. This week comes a new deal with Pac-12 Networks.
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The deal will see Twitter live-stream 150 university sports events during the 2016-17 season. The sports to be broadcasted include baseball, volleyball, gymnastics, ice hockey, track and field, lacrosse, and more. The partnership is meant to show just how well live Twitter conversations and sports events go hand-in-hand. As CFO at Twitter, Anthony Noto explains,
Twitter is the fastest way to find out what is happening in live sports… Our partnership with the Pac-12 Networks will give sports fans a great way to view live sporting events along with the live Twitter conversation they are already accustomed to.
What’s interesting in all these deals, is that Twitter is not expecting to receive exclusive broadcasting rights. I would expect they are just part of the company’s bid to continue proving its worth in generating and hosting conversations around live events. Twitter wants to become a big live broadcast player and will partner with whoever it can. It’s current plan is clearly live sports streaming, but it is also looking at partnerships with other broadcasters as well. News for example.
We already turn to Twitter for live news, but we may be seeing it become the “go-to platform” for live video news or events as well. At the moment, Twitter is a great second screen. How will this change in the near future?
Image credit: Pac-12 Networks