Twitter Debuts New Slate Of Premium Content

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Twitter debuted an expanded lineup of new live and on-demand premium video programming at the Digital Content NewFronts, offering advertisers new opportunities to connect with audiences throughout the world’s most influential cultural moments. Among the new offerings are a concert and festival series from Live Nation which will feature 10 concerts in 10 weeks. Live Nation will also capture moments from festivals like Lollapalooza, Bonnaroo, and more to share with fans. New collaborations and renewals were announced across news, sports, gaming and entertainment, reflecting the conversations and interests people are passionate about on Twitter.

“When you collaborate with the top publishers in the world, you can develop incredibly innovative ways to elevate premium content and bring new dimensions to the conversations that are already happening on Twitter,” said Twitter Global VP and Head of Content Partnerships Kay Madati. “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.”

Among the new premium content:

  • Live Nation: This fall, Live Nation is launching a new concert and festival series exclusively on Twitter. The series will feature 10 concerts, in 10 weeks, with 10 world class artists, bringing the power of live to millions of music fans. Live Nation will also capture must-see moments from iconic festivals including Governors Ball, Lollapalooza, Bonnaroo Arts & Music Festival, and Electric Daisy Carnival, among others, and share recaps from festival Twitter handles for fans to relive the magic long after the experience ends. These live events and related content give brands the opportunity to meaningfully engage with fans when they’re truly listening.
  • NFL: As part of a multiyear partnership extension with Twitter, the NFL will continue to program a full slate of video highlights, breaking news and analysis, and will also include new live shows anchored around NFL tentpole events. Beginning with Kickoff and running through the NFL Draft, these live shows will be produced specifically for a Twitter audience, providing fans with unique access to some of the biggest events in sports. Additionally, the NFL will deliver more weekly content with new video clip series and content formats such as Q&As, fan polls and Twitter moments to ensure users never miss a minute of the action.
  • The Wall Street Journal: The Wall Street Journal is launching WSJ What’s Now, a new franchise that will bring enterprise reporting, business analysis and markets insights to Twitter in an original video format. From sunrise to primetime, this new franchise will reach an influential audience throughout the day, sharing exclusive stories and expert-level context at the speed of Twitter. As part of WSJ What’s Now, The Wall Street Journal will live stream its premium conferences and events – including the Future of Everything and WSJ Tech D.Live – on Twitter, giving people an unprecedented opportunity to watch news unfold through panels and interviews with industry titans, innovative founders, investors and ambitious minds.
  • Viacom: For the first time ever, the MTV VMA Stan Cam gives fans the power to create their livestream, their way, all on Twitter. Using a series of short-form livestreams on Twitter, MTV will ask fans to decide which audience member they’d like to watch on a live reaction cam or follow backstage and behind-the-scenes during the show’s biggest moments. MTV will also ask Twitter fans to send questions to talent for real-time feedback in-show. Viacom will also be bringing back red carpet coverage of BET, CMT and MTV’s biggest tentpole events.
Lorie Hollabaugh
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