The Walt Disney Company and Twitter have announced a new deal revolving around content and advertising, which would bring content from Disney’s roster of ABC, Disney Channel, Walt Disney Studios, and Marvel properties to the social media platform. According to Deadline, the announcement precedes its NewFront presentations in New York City this week.
What this means is more sports and entertainment content on your feed, with ESPN planning to announce live shows on Twitter. “Now more than ever, social platforms are putting a major focus on and investment in sports-related content,” said Travis Howe, ESPN’s senior vice president of Platform Ad Sales Strategy. “It is the new primary vehicle driving digital experiences to grow and engage audiences.”
Twitter said this deal with Disney will increase and broaden the kind of video content on its platform, with sports being the primary focus. “The Twitter sports community is the digital roar of the crowd, so there is no better place to start than with ESPN to deliver credible, premium content to enrich that conversation,” said Matthew Derella, Twitter’s global vice president of Revenue and Content Partnerships.
According to CNBC, Twitter shares increased by more than 4.5 percent when the deal was announced earlier today. Twitter recently said that video opportunities are responsible for more than half of the platform’s ad revenue.
