UPDATED with quotes and color from the presentation. Twitter has taken wraps off plans for more than 30 new collaborations in the areas of entertainment, news, sports and gaming in 2018, part of its slew of announcements at its annual NewFronts presentation this afternoon in New York. The new deals, along with renewals of existing deals, ramps up the social media giant’s live and on demand original programming, games and events content.
The news comes after Disney and Twitter announced a new advertising and content deal today. It joins new pacts with the likes of NBCUniversal and Viacom (for video clips and content); adding to a Live Nation Concert Series partnership; Hearst Magazines and news sites including Vice and BuzzFeed; and gamer-focused Gamespot, Call of Duty World League and IGN.
Disney And Twitter Strike New Live Content, Advertising Deal
“At Twitter, we are not perfect and we don’t have all the answers,” said Matthew Derella, global VP of revenue and content partnerships. “But here’s what I can commit to you. Tonight, we are going to address the biggest issues facing our industry so that you all can focus on what really matters: growing your businesses. Because tonight, we say goodbye to unsafe brand environments. We say goodbye to insufficient measurement transparency. We say goodbye to a digital marketplace that is overly concentrated. And we say goodbye to media plans that are shackled to the past.”
He added a note to the crowd of media buyers at music venue Terminal 5, “I know you guys are going to see a lot of presentations this week [at NewFronts]. But only Twitter has the audience that is shaping culture. Only Twitter has brand-safe content, paired with the best presentation.”
In a fast-moving blitz of announcements, Twitter unveiled programs dedicated to topics like women’s empowerment and communities like Black Twitter to complement the rich conversation about these movements on the platform. 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.
“We’re not guessing, we’re listening. People tell us what they want to see with the conversations they share on Twitter,” said Twitter’s Global Head of Content Partnerships Kay Madati in a release announcing the news. “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, which says its daily video views have nearly doubled in the past year, scored better-than-expected revenue growth.
Twitter exceeded analyst expectations in its Q1 earnings lat week thanks to better-than-expected revenue growth for a second fiscal quarter in a row. It said the number of daily active users grew 10% in Q1, as it worked to make the platform easier for users to follow breaking news and topics of interest. Monthly active users increased to 336 million, up 3% over the same time a year ago.
For its NewFront presentation, Twitter also unveiled advertising initiatives including original content with digital creators and an in-house studio “designed to help brands maximize their own creative efforts on Twitter.”
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