Twitter stock rises on Disney, ESPN content deal

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More and more, the Digital Content NewFronts feel like collaborations between online publishers that know niche content and social platforms that know how to reach an audience.

For its second year participating in Digital Content NewFronts, Twitter announced new video advertising solutions to go along with a long list of new content partnerships including NBC and Ellen.

At its first newfront, Twitter announced deals with the WNBA, MLBAM, NFL, the Players' Tribune, PGA, Bloomberg, BuzzFeed, LiveNation, and more.

The social media platform has struck a number of deals to bring more video programming to its platform.

Included in that mix is NBCUniversal, which will distribute live video and clips from an array of its properties, such as NBC News, MSNBC, Today, Telemundo, and E!

Disney's ESPN will roll out "SportsCenter Live", which will produce breaking news sports coverage on Twitter.

In a statement yesterday, ESPN said that specific live shows for Twitter were in development and that another announcement would be due on Wednesday 2 May.

Twitter made its first foray into video in 2016, and says engagement has doubled in the past year.

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When it comes to live video, Twitter is focusing on three broad categories: entertainment and lifestyle, news and sports and gaming. This will be an expansion of the House of Highlights YouTube channel Bleacher Report launched in January.

The Players' Tribune: The show #Verified, which centers around fan questions on the National Football League and NBA drafts, signed for a second season on Twitter.

Also in the way of sports, F1 fans will be able to access a post-race show exclusively live on Twitter, featuring highlights, analysis and interviews.

Twitter's shares leapt 4.5pc after the Disney deal was announced, benefiting in part from the high performance of the record-setting box-office debut of Avengers: Infinity War the previous weekend. The former will focus on foody content, while the latter will cover the latest pop culture in a live news show format.

Matthew Derella, Twitter global vice president of Revenue and Content Partnership described the move as a "huge step forward" in expanding the social network's video content.

The short message platform has turned into a video powerhouse, generating revenue from video ads both in the USA and overseas.

Digital Content NewFronts continues through May 4 in New York City, an event created to connect content creators with big brands.