By: Todd Spangler
Twitter is continuing to bulk up on live video — but its strategy is less of a volume play than an attempt to build deeper connections with targeted audiences on the social platform through partnerships with media companies and sports leagues.
Twitter announced a series of new and expanded deals at its Digital Content NewFronts presentation Monday in New York, its third appearance in the IAB-managed digital marketing series.
In addition to new initiatives with previous partners including the NFL, ESPN, Viacom, Major League Soccer, Live Nation, and Activision Blizzard, Twitter unveiled a deal with Univision Communications to bring more premium sports, news and entertainment content to the social network’s U.S. Hispanic users. In addition, Twitter is adding content from the Wall Street Journal and Time magazine.
The deals build on Twitter partnerships it has already announced in 2019 so far, including with the NBA, MLB, PGA Tour, BuzzFeed News, Fox Sports, Bill Simmons’ The Ringer, CNN, Marvel and the Drone Racing League.
“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,” said Kay Madati, Twitter’s global VP and head of content partnerships.
Here’s a rundown of Twitter’s announcements:
Univision: New content for Twitter will include 2020 election analysis and reporting with “Vision 2020”; select soccer highlights from Liga MX and UEFA Champions League; Latin music award show coverage of Premios Juventud and Premio Lo Nuestro; and content from reality TV shows “Reina de La Canción” and “Mira Quién Baila.”