Brief:

• Time Inc. announced in a news release a deal to expand live streaming video content from PeopleTV on Twitter in its latest attempt to boost revenue. Starting Nov. 20, programming from the publisher's online video network will be available at @PeopleTV on the social media platform, which has 330 million users worldwide. 

• PeopleTV's first live program on Twitter will be a morning entertainment show called "People Now," hosted by Jeremy Parsons and Andrea Boehlke. The programming, which eventually will include breaking news, celebrity interviews and live events, has ad timeslots on Twitter and PeopleTV's over-the-top (OTT) network.

• Ian Orefice, Time Inc.'s head of programming, said the Twitter audience will help shape PeopleTV's live news coverage by posting questions as events unfold, The Wall Street Journal reported. PeopleTV and Twitter are still determining how much programming PeopleTV will provide when the service launches, he told the newspaper.

Insight:

PeopleTV, whose free, advertiser-supported app has been downloaded more than 2 million times, has an opportunity to expand its reach through Twitter as the social site also seeks to build out its video programming. With the deal, parent company Time Inc. becomes the latest media publisher to provide streamed video content on Twitter, joining companies such as Bloomberg, BuzzFeed, Vox Media and Live Nation. 

Time Inc., like many of its peers, has been battered by a steep decline in print advertising revenue that's impacted its core magazine titles. This year, it's put a focus on building out its digital video initiatives, rolling out a number of new streaming services and social-focused verticals akin to PeopleTV. The publisher in May said it expects to produce more than 50,000 videos for 150 new and returning franchises and broadcast more than 1,500 live programming hours in 2017.

A growing roster of OTT providers is giving viewers more choices in how and where they view their video content, spurring many to cancel cable subscriptions and turn to TV-like programming provided by services like PeopleTV. PeopleTV's app can be downloaded on Apple TV, Roku Players, Amazon Fire TV, PlutoTV, Xumo, Chromecast, Xfinity, iOS and Android devices, per the release.

Meanwhile, Twitter continues to test out live streaming video from its media partners, including showcasing the content on its Explore tab, Twitter Moments or through notifications, as it attempts to spur financial turnaround amid stagnating audience and revenue.

"Entertainment is one of the most talked about topics on our platform as pop culture fans turn to Twitter every day to see what’s happening," Anthony Noto, Twitter's chief operating officer, said in a statement about the PeopleTV news.