Disney has chosen Twitter to be its Prince Charming of live stream. The conglomerate announced today that it will create live content and advertising opportunities across the entire Disney portfolio for the platform, which, since 2015, has increased its efforts in producing live content.
Under the new deal, Twitter and ESPN will announce specific live shows in development this week at their NewFront presentations later today and on Wednesday, May 2, respectively.
“Through this new agreement, participants from across the company will have the opportunity to create experiences unique to Twitter that will extend their brands in meaningful ways,” said Justin Connolly, Executive Vice President, Affiliate Sales & Marketing, Disney and ESPN Media Networks. “This includes compelling live content across our entire portfolio that can reach and appeal to all types of audiences at scale on their platform.”
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“Now more than ever, social platforms are putting a major focus on and investment in sports-related content,” added Travis Howe, Senior Vice President, Platform Ad Sales Strategy & 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
Other participants from The Walt Disney Company include ABC, Disney Channel and Freeform, Disney Digital Network, Walt Disney Studios Motion Pictures, Radio Disney and Marvel. Live content to launch from these entities under the new agreement will be announced at a later date.
During its latest earnings report, Twitter said more than half of its advertising revenue came from video opportunities. The company touted it had live streamed 1,300+ events and had brokered more than 30 new partnerships. This new partnership with Disney adds to the company’s growing video offerings, while giving Disney a more direct route to reach digital audiences.