November 10, 2021
ViacomCBS Nov. 10 announced a new multiyear global agreement to deliver digital content to Twitter, including brands BET, CBS Television Network, CBS News, CBS Sports, Channel 5, CMT, Comedy Central, MTV, Network 10, Nickelodeon, Paramount Network and Telefe.
Subscription streaming/ad-supported platform Paramount+ will also host Twitter Watch Parties, designed to bring users together, fuel conversation and build community around select original series.
“Twitter is the digital water cooler for trending topics and fandom worldwide, and we’re excited to provide front-row access to innovative digital content experiences and culture-defining moments across the best of entertainment, news and sports for users everywhere,” Andrea Wolinetz, SVP of distribution, business development and streaming at ViacomCBS, said in a statement.
Each of the programs will be eligible for Twitter marketing support and brand sponsorship sales rights, which marries ViacomCBS’s video with Twitter’s paid content and the social media platform’s reach and targeting. ViacomCBS will also tap into a broad range of Twitter marketing features from live video and real-time highlights to Twitter Moments.
Most recently, Twitter and ViacomCBS partnered on the 2021 MTV Video Music Awards and “BET Awards,” bringing content to Twitter. The 2021 “BET Awards” red carpet was live streamed on Twitter, hosted by DJ Envy. For the 2021 VMAs, the live pre-show was hosted on Twitter, and the #VMAStanCam was back for the second time, putting fans in the driver’s seat and giving them the power to choose the behind-the-scenes and close-up moments they wanted to see.
MTV and Twitter also teamed up on the launch of #VMAStanMail, a first-of-its-kind on-site activation, designed for global inclusivity, that enabled artists to experience Tweets in any language.
“Through highlights, Twitter Moments, innovative formats and Paramount+ watch parties, Twitter will put users at the center of the biggest moments happening around the world,” said Jennifer Prince, head of global content partnerships, Twitter.