In its latest efforts to boost its content, Twitter has Inked a streaming deal with Time Inc’s PeopleTV. Starting Nov. 20, PeopleTV’s content will be available via @PeopleTV on Twitter. Advertisers will be able to sponsor and promote across both Twitter and the PeopleTV’s OTT platform. The two companies said they will share advertising revenue from ads sold on Twitter but declined to disclose the exact revenue split, The Wall Street Journal reported.
The first show to debut on platform out of the new deal will be “People Now,” hosted by Jeremy Parsons and Andrea Boehlke. Eventually, the arrangement is expected to include live-streaming coverage of breaking entertainment and celebrity news.
“This isn’t about a half-hour show; it’s about a full commitment to reaching Twitter on a 24/7 basis,” said Ian Orefice, Time Inc.’s head of programming, in an interview with WSJ. “This year we’ll have over 300 hours of programming on PeopleTV, including four-to-five hours of live TV each week. Twitter will give us the ability to connect with viewers in real time as they use the platform.”
Time Inc. hopes to use this deal as an opportunity to boost its online video presence and lure more advertisers at a time when print and newsstand revenue are on the decline. Although Time Inc. doesn’t disclose the viewing audience of PeopleTV, which launched in 2016 under the name People/Entertainment Weekly Network, the app has been downloaded more than 2 million times.
Time Inc. is the latest in a list of media companies to strike a streaming deal with the social media site, who is aiming to rebrand itself as a platform for professional video content with the hopes of increasing user engagement and luring marketers that typically advertise on traditional TV. Other companies include: Bloomberg, BuzzFeed, Vox Media and Live Nation.