Twitter stock rises on Disney, ESPN content deal

Posted May 02, 2018

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 NY. Specifically, Disney's ESPN network will develop a Twitter version of its flagship "SportsCenter" TV show with breaking news and analysis and Twitter will also live stream ESPN's "Fantasy Focus Live" podcast, among other initiatives yet to be revealed.

The digital media and magazine unit of the Hearst Corp. will produce original programming that will include Seventeen, a live news show that focuses on fashion and pop culture. "We're not guessing, we're listening", said global head of content partnerships Kay Madati.

Live Nation Concert Series Live Nation and Twitter are expanding the Live Nation Concert Series to include more concerts and adding access to live streams of Live Nation's marquee festivals including BottleRock and Bonnaroo.

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Twitter is also offering Live Brand Studio, a service for brands to that provides media plan development, dedicated technical support, tools to share show clips and real-time analytics.

"Twitter is the only place where conversation is tied to video and the biggest live moments, giving brands the unique ability to connect with leaned in consumers who are shaping culture", said Matthew Derella, global VP of revenue and content partnerships at Twitter.

The efforts to offer up more content are starting to pay dividends for Twitter, as video has been responsible for the bulk of its advertising revenue for the past two quarters. The channel has been working closely with Twitter since 2007. Vice News, the HuffPost, Vox Media and BuzzFeed are either debuting or continuing original programs focusing on popular topics on Twitter.

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There'll be room for smaller broadcasters too, with new pilot shows sourced through Twitter's creator network Niche. In cutting its new video deals, the company almost doubled its number of video shows, from 16 to 30.

Twitter's stock rose as much as 5% to session highs in trading after the announcement. There are a number of ways the publishers can strike ad deals, integrating brands into the content, showing commercials, and letting the advertisers sponsor tweets around the shows.

Digital Content NewFronts continues through May 4 in New York City, an event created to connect content creators with big brands.

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