Dive Brief:
- Twitter has opened up live video using third party equipment directly on the platform with the release of the Periscope Producer API, the company said in a blog post.
- Periscope Producer was released last year as a way for broadcasters to connect external devices like cameras and production software to Periscope, and with the launch of the API broadcasters can now authenticate Periscope accounts and allow starting and stopping live streams via external devices directly on the Twitter platform without having to connect those devices via the Periscope app.
- Business Insider reporting pointed out that anyone could live stream directly to Twitter already, but the API allows professionals to now do so directly from their own equipment.
Dive Insight:
For Twitter, the Pericope Producer API could be important as it reinforces one of the platform's remaining areas of strength which, along with customer service for brands, is breaking news and live events.
Giving anyone with professional tools like high-end cameras and production software — especially news teams — the ability to immediately live stream directly to the main platform without having to jump through the Periscope app hoop should make Twitter an even more attractive option for live streaming video.
The same benefits should also be appealing for marketers, according to Brandlive CEO Fritz Brumder in a statement to Business Insider. Brumder said the release of the Periscope Producer API makes live video more attractive to brands because it makes it easier for them to reach more audiences with the same production effort.
