Twitter rolls out new media services, content deals with NBC and Ellen

"Now more than ever, social platforms are putting a major focus on and investment in sports-related content", ESPN senior vice president Travis Howe said.

But for Twitter live audiences can show up in minutes, Colarusso said, upending the conventional wisdom that it takes 25 minutes or more for scaled audiences to arrive for live news. Amazon recently agreed to extend its deal to air simulcasts of NFL's "Thursday Night Football" through the 2019 season.

Twitter is hosting its Digital Content NewFronts tonight, where it's unveiling 30 renewals and new content deals - the company says that's almost twice as many as it announced a year ago.

Since the beginning of the year, Twitter has taken big steps into live news and media, Dan Colarusso, Reuters' executive editor and digital head of global programming, told AdExchanger last month.

Twitter will work with Hearst Magazines Digital Media to stream two new shows: Delish will create "Delish's Food Day" to spotlight US food holidays and pop culture food trends, while Seventeen will create "IRL" for celebrity gossip, fashion, and more. "There will be rival sports coverage through a new partnership with Barstool Sports, and The Players' Tribune renewed its program "#Verified". No details were given around how Twitter plans to work with brands, or the costs involved.

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. A podcast of the networks fantasy sports will be livestreamed as well on Twitter.

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Twitter, which says its daily video views have almost doubled in the past year, scored better-than-expected revenue growth.

The Disney partnership is a prize catch for Twitter.

Twitter's stock rose as much as 5% to session highs in trading after the announcement.

Twitter mentioned Tic Toc during this year's NewFronts, though it wasn't the main attraction it was last year. The company revealed Monday that all 16 of those shows were sold to brands, a rarity at the NewFronts where companies regularly tout projects on stage that never get made. For instance, Bloomberg launched TicToc, a 24-hour Twitter news service this year, but its daily viewership and average length of views are still kept private.

He added: "The people who drive the conversation shape the culture, and the people that shape the culture, change the world".

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