The Walt Disney Co. and Twitter April 30 announced a new agreement to create live content and advertising opportunities across the entire Disney portfolio on the Twitter platform. The pact includes more than 30 new collaborations and renewals across entertainment, news, sports, and gaming – nearly doubling the number of programs created in the first deal in 2017.
Twitter, which claims to have 328 million monthly users, is looking to expand original content to mobile users. The social media platform earlier this year inked a deal with Major League Baseball to live-stream a weekly afternoon game each week. Twitter also streams NFL Monday Night Football games.
Disney subsidiaries creating content for Twitter, include ABC, Disney Channel and Freeform, Disney Digital Network, Walt Disney Studios Motion Pictures, Radio Disney and Marvel.
Live content launching on Twitter from these entities under the new agreement will be announced at a later date.
“Through this new agreement, participants from across the company will have the opportunity to create experiences unique to Twitter that will extend their brands in meaningful ways,” Justin Connolly, EVP, affiliate sales and marketing, Disney and ESPN Media Networks, said in a statement.
Travis Howe, SVP, platform ad sales strategy and global operations at Disney-owned ESPN, said social media has become the new primary vehicle to grow and engage audiences. ESPN, which launched standalone over-the-top video platform, ESPN+, is unveiling content agreements with Twitter in May.
“The insights to be gained will be invaluable as we continue to serve the right content and the right ads to the right people,” Howe said.
“To innovate at this scale with The Walt Disney Co. is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter,” said Matthew Derella, global VP of revenue and content partnerships, at Twitter.
Twitter founder Jack Dorsey sat on Disney’s board from 2013 until early this year when he resigned along with Facebook’s Sheryl Sandberg.