Twitter is to focus on live streaming sports, entertainment and news and political events in 2017 through its new TV video app, as it continues to ramp up its video efforts.
The technology company is looking for new brand partners for its new app, which it launched last month across Apple TV, Amazon Fire TV and Xbox One.
The app features live streaming video of events, ranging from NFL, the Premier League to the US Presidential debates. It allows Twitter users to join in and be part of the conversation live as the video is being streamed through the app.
Twitter has announced The Melbourne Cup as the latest sporting event to partner with it to live stream its race. Brands will also be able to place customised 30-second mid-roll ads during the streams.
The app is also part of Twitter’s effort to promote more video content on the site following research by Cisco that claims 82% of Internet traffic will be video by 2019.
At Twitter's IAB Digital Upfronts in London on 20 October, UK managing director Dara Nasr told Campaign: "Brands love video and audiences love video.
"We have seen video grow by 220 times since 2015 and 93% of video on Twitter is seen on mobile."
However, Nasr said the video content distributed or curated on Twitter would be user or brand generated content and ruled out becoming original content creators, like platforms such as Buzzfeed or AOL.
He added: "We have Niche who are creators that work with brands. It’s not in the foreseeable future that we’ll create our own content, we’re a platform. Niche gives brands all the metrics about their campaigns with very high engagement rates."