Dive Brief:
- Twitter and Periscope are providing a new avenue for content creators to monetize live video content on their platforms, according to a Twitter blog post.
- Brands will be able to partner with the social platform and content creators to reach live viewing audiences.
- Twitter is rolling out the new features through a campaign with Chase, Grey Goose and retired tennis star Andy Roddick during the U.S. Open. Chase and Grey Goose will sponsor Roddick's running commentary on the tournament, which Roddick will host on Periscope and Twitter.
Dive Insight:
Twitter is quickly becoming a major player in live streaming video content — and now it's hoping to get brands in on the action.
Twitter has struck deals with professional sports leagues for exclusive content, including live streams of 10 NFL Thursday Night Football games this upcoming season. Creating a new way for brands to get involved and partner with live video content creators is part of Twitter's strategy to monetize its growing live streaming video presence. Twitter has been struggling with stagnant user growth and weak ad revenues of late, and is betting big on live video to help revitalize its importance to internet users and marketers.
Live video streaming could turn into a major opportunity for brands, but it's too early to tell who's winning the race to become the live video streaming platform of choice for users. Twitter is competing with Facebook and Google's YouTube. Twitter most recently announced it will allow pre-recorded video and graphics in Periscope live streams, a move that matches Facebook Live. Twitter is also allowing creators to run pre-roll ads on original content via a simplified opt-in when the content is shared.
