Social media platform Twitter has announced more than 50 premium content deals in the Asia-Pacific region, including 10 new and extended deals in Australia.
The partnerships will bring hundreds of hours of live and additional video content across sports, entertainment and news to Twitter.
The social media player’s content deal with Fox Sports includes highlights from AFL and NRL finals, plus an ongoing partnership across the A-League, cricket and surfing.
The NRL will provide Twitter exclusive rugby league content with weekly recaps, match previews, live content and insights from NRL talent
Seven will bring more content packages to the Twitter table than ever before through shows and spectacles such as My Kitchen Rules and the Melbourne Cup.
Sony Music will provide custom content from APAC’s biggest stars, behind-the-scenes clips, and original content that’s on Twitter first. It all kicks off with Aussie treasure and Australian Idol winner artist Guy Sebastian.
Twitter’s deal with NBCUniversal will see E!’s signature ‘Live from the Red Carpet’ events as well as popular TV programming from @eonlineau now available on the platform.
In 2019, SBS will again bring the best of Mardi Gras, Eurovision and major sporting events to Twitter.
Meanwhile, Domain will bring video highlights of everything property hunters need to know about buying, selling or renovating a home, on Twitter.
BuzzFeed has extended it partnership with Twitter to Australia, with its in-stream sponsorship packages including brands @tasty, @nifty and @bringme.
Furthering its reach across new organisations, Twitter has partnered with Bloomberg, with its in-stream sponsorship packages including Top Stories of the Day, @Markets Highlights and the latest @technology news.
Twitter has also teamed up with VICE to deliver premium content to young audiences consuming news, culture and talking about what’s happening in their lives, at scale.
Kay Madati, global vice president of content partnerships at Twitter, said: “Content is happening now at Twitter, and we have proven through the efficacy of the partnerships we have crafted, that content programming and distribution on Twitter is an essential part of any media company’s audience engagement and content monetisation strategies.
“Asia Pacific is accelerating growth for Twitter. Our unique and strategic value proposition that positions Twitter as a complement, not competitor to traditional media companies, has delivered great success, and we seek to drive forward with more live stream and premium video content partnerships in the region.”
Twitter’s APAC vice president, Maya Hari, said: “Video continues to be an important way to stay informed and engaged on Twitter, especially for the younger Millennial audience in Asia Pacific.
“Building on the success of our premium video content launch at All That Matters last year, we are proud to expand our live stream and video highlights programming that is brand-safe and will appeal to the audience and advertisers in APAC.
“The move strengthens Twitter’s presence and partnerships in the region, sharing with the world what’s happening right now in Asia Pacific and for global audiences to talk about it.”
