13 September 2017
Twitter announced a spate of new content tie-ups for Asia Pacific and India region recently. Indian users can now consume content from The Ashes, ICC matches, Fox Sports Asia, Network18, Cricbuzz, Bloomberg APAC, Filmfare Awards, among other publishers. Speaking to exchange4media, Maya Hari, Managing Director of Asia Pacific, Twitter, informed that overall 35+ deals have been finalised for the region. In 2016, the micro-blogging site had signed 40 live content deals with various publishers in the US, which included live telecast of NFL matches on the platform.
Digital video consumption is increasing rapidly in Asia Pacific and is estimated to grow by over a billion by 2020,” said Hari. “Last quarter we saw nearly 1200 hours of programming globally. Introducing over 35 live and in-stream video sponsorship deals today to APAC advertisers will strengthen the success of our only-on-Twitter experience in the region and globally, combining high quality streaming video with conversation on what’s happening in the world right now,” she further informed.
According to her, globally, mobile video consumption saw an increase of 300 per cent YoY from 2015 to 2016. Though she would not give exact numbers for India, Hari told us that Twitter is seeing a similar trend in Asia and India. Speaking about revenue potential when it comes to live streaming, the Twitter APAC MD said, "The opportunity for publishers is to drive distribution to users. It is an interesting opportunity to build live content and conversation while also building monetisation opportunity." Though details of how deals are structured were not made available, Twitter is working with its content partners on a revenue sharing model.
In addition to this, Twitter had also expressed interested in the IPL media rights auction which took place recently by buying the tender document. However, the company did not participate in the actual auctions. When asked about Twitter's plans for local leagues, Hari said that the company would continue to work closely with all Indian sports leagues.