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Twitter expands video content in MENA with over 16 partnerships

Twitter has announced 16 new partners in the video content segment across sports, entertainment and news in the MENA region. The new partnerships and expansions of existing content deals allow Twitter to offer expanded content, which helps them to connect better with valuable audiences during relevant and engaging cultural moments.

Twitter’s new partnerships span entertainment, sports and publishing genres in the MENA region. Notable among the new partnerships are Twitter’s broadcast collaboration with Abu Dhabi Media, the MBC Group and Dubai Media Incorporated, which will see exclusive content for Twitter being produced. Viewers can also expect to watch Ramadan Originals on Twitter, which will be produced by Sayidaty, Uturn, and others for Twitter-only audiences. The sports partnerships will see Twitter bringing bespoke content from Formula One, Goal Arabia and bein Sports.

Speaking about the new partnerships, Theo Luke, Head of Content Partnerships, EMEA at Twitter, said: “Across the world, we find that Twitter’s audience leans in to our partners’ premium real time video and our advertisers appreciate aligning with our brand safe inventory; whether via global-firsts originating from MENA, which include custom productions which position brands as viable distribution partners, or by accessing original programs and video highlight clips. This event is a great way to celebrate that momentum with our partners.”

Twitter also shared new research, conducted by Toluna a consumer insights company, which examined user preferences for content and their interactions within the online video landscape on Twitter among its users in Saudi Arabia, UAE, Egypt and Kuwait.

The research revealed that majority Twitter users – 72% in KSA and UAE and 62% in Egypt – consider Twitter as one of their main sources for online video content and also that 64% have previously watched live streamed content on the platform.

Benjamin Ampen, Managing Director, MENA, Twitter, added: “We’re excited to bring premium content partnerships to these audiences and look forward to seeing continued success by advertisers as they launch new products and services when partnering with such content.”