Twitter has signed another live-streaming video deal, the third such deal the micro-blogging giant has revealed in a week. The social media firm has been increasing its commitment to streaming live video over the past week or so. Followed by an experiment from the Wimbledon tennis tournament, Twitter signed a deal with CBS, and now, it has signed a deal with Bloomberg Media.
Twitter’s Bloomberg deal to include an advertising component?
The two companies said on Tuesday that they have partnered to live-stream many Bloomberg TV programs on the micro-blogging site, including With All Due Respect, Bloomberg West and What’d You Miss? In addition, the social media platform will be streaming the financial network’s markets coverage throughout the day.
In a statement, Twitter Chief Financial Officer Anthony Noto, said, “Twitter is one of the fastest ways to find out what’s happening in global business and financial markets, and to engage in the live commentary about it.”
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A partnership with Bloomberg will give people the best way to see live financial market performance combined with live commentary, Noto added.
A source familiar with the matter told Fortune that there will be an advertising component to the Bloomberg partnership, unlike with Twitter’s recent Wimbledon coverage. Using Twitter’s Amplify platform, brands will able to buy pre-roll ads which will be shown before video clips that are not live. In addition, there will be the potential for in-stream ads. The revenue from these ads will be shared by the two companies.
More deals to follow
Earlier this year, the company signed its first live-streaming video venture with the National Football League to broadcast Thursday night games in an estimated $10 million deal. Last week when Twitter streamed live coverage of the Wimbledon tennis matches from Great Britain, users got a glimpse of what live-streaming for games and other content might be like.
The video stream did not include live matches but instead carried replays of games and live analysis. The video stream appeared in a dedicated window, and tweets related to the event were scrolled in a window next to it. The micro-blogging firm described the feature as “an extremely early and incomplete test experience.”
Last week, a number of reports said Twitter was negotiating with around 10 other providers of content, including Turner Broadcasting, Major League Baseball and the NBA. Turner Broadcasting owns the rights to a number of different sporting events. Further, the social network was rumored to be looking for non-sports content, and this week, the first of those deals arrived with the CBS partnership.