Twitter Audience For Grammys Exceeded That Of Any NFL Game

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Twitter Audience For Grammys Exceeded That Of Any NFL Game
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Twitter’s foray into live events has been mostly about sports. However, on Sunday during the Grammy Awards, the micro-blogging giant attracted more viewers than it did during any NFL game, according to CNBC.

Plan to double live programming

On Wednesday at the Goldman Sachs Technology and Internet Conference, Twitter Chief Financial Officer Anthony Noto said that about 5.1 million people tuned into the Grammys. Noto said that this number is topped only by the U.S. presidential election and inauguration of Donald Trump. He added that the company is planning to double the amount of live programming it shows in 2017 as it tries to boost engagement in an increasingly competitive online media world.

Noto also said the micro-blogging site streamed its first lacrosse game last weekend, attracting 500,000 viewers. Twitter streams live sports like soccer in the U.K. and rugby games in France. Noto said they are trying to build awareness of these underserved pieces of content like the surprising lacrosse performance, adding that international expansion is planned for the U.K., Japan and elsewhere.

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