Twitter Unveils A Slew of New and Renewed Content Partnerships, Including Viacom, ESPN, and Live Nation

Twitter has unveiled a slew of new video and music content partnerships, including a streaming concert pact with Live Nation.

At the Digital Content NewFronts conference held in New York City yesterday, the popular short-form social media platform confirmed its new and renewed partnerships will expand across entertainment, news, sports, and gaming.  With the new deals, Twitter aims to build stronger connections with targeted audiences on its platform.

The social media platform will expand its current lineup of live and on-demand programming.  This includes exclusive deals with Live Nation, Viacom, ESPN, and Univision, among others.

A closer look at Twitter’s entertainment partnerships.

Its partnership with Live Nation will feature 10 exclusive concerts from 10 “world class” artists over 10 weeks this fall.  The deal will also include video moments from popular festivals, such as Lollapalooza, Bonnaroo, Electric Daisy Carnival, and Governors Ball.

Under its partnership with Viacom, MTV will launch an exclusive live stream at the network’s Video Music Awards (VMAs) dubbed the “Stan Cam.”  This provides fans an opportunity to select which audience member they’d like to watch on a live reaction cam.  The Stan Cam will also provide backstage moments.  In addition, Viacom will provide red carpet coverage of MTV, BET, CMT, and other tentpole events on Twitter.

Breaking down its first-time partnership with Univision, the Latin network will provide 2020 election coverage on the social media platform.  This includes election analyses.  In addition, Univision will unveil ‘Vision 2020,’ which features select soccer highlights from Liga MX and UEFA Champions League.  Vision 2020 will also include coverage from Premios Juventud, Premio Lo Nuestro, and reality TV show content from Reina de La Canción and Mira Quién Baila.

Under sports and gaming partnerships, Twitter has struck deals with ESPN, the NFL, The Players’ Tribune, MLS, WarnerMedia’s Bleacher Report, and Blizzard Entertainment.  The social media platform has also reached agreements with The Wall Street Journal, TicToc by Bloomberg, CBS Interactive’s CNET, and Time.

Speaking about the partnerships, Kay Madati, Twitter’s Global Vice President and Head of Content Partnerships, explained,

Together with our partners, we developed this new slate of programming specifically for our audiences, and designed the content to fuel even more robust conversation on Twitter.

Sarah Personette, Vice President of Global Client Solutions, added,

Aligning with premium video content on Twitter is the way for brands to move at the speed of culture and connect to the most valuable audiences when they’re most receptive.

Cultural resonance is not only critical, but it delivers results for marketers who want to launch something new and connect with what’s happening.

 


Featured image by Twitter.