Social media platform Twitter has unveiled 50 new and expanded premium video content collaborations, including a dozen in India, to capitalise on its growth in the Asia-Pacific. The expansion of existing partnerships and formation of new ones to feed increased Asian content demand was announced to advertisers at the TwitterFronts event in Singapore on 11 September.
New partners, which include the National Rugby League, Vice, Sony Music Australia, Seven West Media, and the Special Broadcasting Service, will provide Twitter with short-form video content, highlights packages, and live video feeds. In addition, FMA Indonesia, Fox Sports Asia, NBC Universal, NDTV, Network 18, NET TV, Red Chillies Entertainment, SBS, Sony Music, Stadium Astro Malaysia, and Vice Media are among Twitter’s collaborators, for Asia-focussed brand-safe live stream and video highlights programming – across sports, entertainment and news.
Jennie Sager, Twitter’s director of content partnerships within the Asia-Pacific, was quoted by the press as saying that Twitter’s aim here is not to be “the next Netflix,” nor is the social media site trying to challenge traditional TV networks. Instead, she said, Twitter intends to complement TV programmes viewers.
While the revenue share for Twitter’s new partners wasn’t disclosed, Maya Hari, Twitter’s VP and MD in the Asia-Pacific, called it “fair.” Twitter reportedly intends to go in the Asia-Pacific acting as a host and content-sharer for big media companies, rather than targeting independent creators.