Entertainment conglomerate, the Walt Disney Company, has announced a partnership with Twitter to create live content and advertisements in sports, news and entertainment from across Disney’s portfolio.
As part of the deal, Twitter will produce a bespoke version of ‘SportsCenter Live’ with Disney-owned sports channel ESPN for breaking sports events, as well as a daily version of podcast ‘Fantasy Focus Live’.
Twitter will also bring original shows from NBCUniversal, Disney and Viacom, among others.
In addition, the company announced it is launching a division to help online influencers make scripted series for Twitter, as well as a team to help marketers make live content.
Video makes up half of Twitter's advertising revenue, the company said during its earnings report in April, and it reports that daily video views have doubled over the past year.
“Now more than ever, social platforms are putting a major focus on and investment in sports-related content,” said Travis Howe, senior vice president, platform advertising sales strategy and global operations, ESPN. “It is the new primary vehicle driving digital experiences to grow and engage audiences. The insights to be gained will be invaluable as we continue to serve the right content and the right ads to the right people.”
“To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter,” added Matthew Derella, Twitter’s global vice president of revenue and content partnerships. “The Twitter sports community is the digital roar of the crowd, so there is no better place to start than with ESPN to deliver credible, premium content to enrich that conversation.”