The feature is powered by Periscope, Twitter’s live video app but doesn’t require users to download the Periscope app.
This should be seen as a major strategy shift. Twitter estimates that has over 313 million active users on its platform. Despite that, Twitter is struggling and has unable to catch up its arch rivals – Facebook, Instagram, and now Snapchat.
Twitter CEO and Co-founder Jack Dorsey has repeatedly described real-time and live content as the platforms’ core strength. Twitter has struck streaming deals with the National Football League, Major League Baseball, the National Hockey League and the National Basketball Association. The company has also live streamed the Democratic and Republican National Conventions, individual sports events and financial news shows from Bloomberg News and Cheddar.
“The integration allows broadcasters to leverage Twitter’s audience,” Periscope’s head of engineering Sara Haider said to Forbes.
“Twitter is about real-time and what’s happening in the moment. Live video creates experiences you can engage in and be part of.”