Twitter puts focus on exclusive media partnerships to attract video advertisers

  • The company announced original content deals with several news and entertainment organizations, including Univision, Wall Street Journal, Live Nation and MTV.

    Twitter announced multiple video content partnerships with a variety of news and entertainment outlets on Monday during its Digital NewFronts event. The list includes deals that will bring exclusive video content to the platform from Univision, Wall Street Journal, Time Magazine, NFL, Live Nation, MTV and others, giving way to making more premium video ad inventory available to advertisers.

    Why we should care

    Twitter has made video a central pillar of its revenue growth strategy. More than half of its ad revenue already comes from video.

    The partnerships span a range of original content. The Wall Street Journal is launching an original video show called “What’s Now,” and Univision will be delivering Spanish-language sports, news and entertainment content. Time is producing video content for Twitter connected to its “Time Person of the Year” and “Time 100” events.

    Live Nation will host a content series, and MTV will be broadcasting VMA (Video Music Awards) programming content.

    The broad mix of outlets partnering with Twitter cover news, tech, politics, music and sports and speak to a mix of demographics — aimed at appealing to a wide spectrum of brands.

    About The Author

    Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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