What’s On

Twitter rolls out 35 premium video content partnerships to APAC

Twitte has introduced a slate of premium live and in-stream video content deals across sports, news and entertainment at All That Matters. With over 35 collaborations in APAC, Twitter is looking to bring hundreds of hours of new exclusive video and live original programming, live games and events to the platform. The announcement includes extensions of existing global live deals and brings new always-on premium video content on Twitter to advertisers in Asia Pacific. In relation, Twitter rolls out in-stream video advertising offering to the region starting with Australia.

Twitter executives including Global VP of Revenue & Operations Matthew Derella, Managing Director of Asia Pacific Maya Hari, and Director for Live Partnerships, Bo Han, presented the video content offerings to brand and agency partners. They were joined by guest speakers including Dan Rosen, CEO, ARIA, Anjali Kapoor, ‎Head of Digital, Asia Pacific – ‎Bloomberg LP, Alexander Broun, ‎Director, Digital solutions APAC at FOX Sports, Diane Ho, Head of Screens, Seven West Media Limited, among others.

“Live is at the core of Twitter. In Q2, we streamed over 1,200 hours of live premium content globally from leading brands across sports, esports, news, and entertainment. Asia Pacific is the growth engine of Twitter and we could not be prouder to extend our success with both live streaming and in-stream premium video content in the region,” said Mr Derella.

“Digital video consumption is growing rapidly in Asia Pacific and estimated to grow to over a billion by 2020. Introducing over 35 live and in-stream video sponsorship deals today to APAC advertisers will strengthen the success of our only-on-Twitter experience in the region and globally, combining high quality streaming video with conversation on what’s happening in the world right now,” said Ms Hari.

New live and in-stream video content announced on stage included the following:

• International Cricket Council (ICC)
• Channel 7 Sports
• Fox Sports Asia
• Riot Games

• KBS Music Bank Weekly Shows from Korea
• Filmfare Awards from India
• ARIA Awards from Australia

• Bloomberg Asia Pacific
• Buzzfeed Japan
• Network 18 from India

“Over the past few years, partnering with Twitter has been a key part of generating buzz, excitement and tune in for the ARIAs. Twitter is a leader in delivering great, live content, and we are very excited to now extend our partnership by becoming the first awards show outside of the US to livestream our Red Carpet coverage exclusively on Twitter, taking the ARIAs live from Sydney to music fans all around the world,” said Dan Rosen, CEO, ARIA.

Speaking on the partnership,  Anjali Kapoor, Head of Digital, APAC, Bloomberg said, “We’re excited to be embarking on this journey with Twitter to reinvent the digital breaking news experience. By combining Bloomberg’s high-quality journalism and data-backed objectivity with Twitter’s global immediacy, we are creating the world’s fastest and most credible modern news source.”