Twitter has recommended itself as an excellent political and opinions platform. Its new step forward is to make you forget about live TV. Let’s have a look at how they are planning to do so.


Good artists copy, great artists do like Twitter

Well, obviously the idea to go live is far from innovative (also like for example the restyling of ads in an Instagram-like manner). We have already written many times on Snapchat and Facebook live videos. This time, it’s Twitter’s turn. When this is a reasonably doubtable move as Twitter has only a bit more than 300 million users, the platform still stays positive. It plans to take the niche of sports broadcasting and subsequently to make the TV shake even more. After unfortunately non-exclusive deal with National Football League to broadcast Thursday Night Football live, Twitter is going to be among other platforms in search for the audience. When non-exclusivity is already a big problem in the struggle for an audience, inability to produce an original content is the second one. So, the platform is going to try and the most probably fail to push the TV out.


Twitter. NFL Campaign


The first attempt to broadcast live videos occurred during Wimbledon. Although a bit patchy, it took off with minimal damage. The only problem was broadcast rights in America that belonged to ESPN. This fact was even clearly stated during the transmitting. However, it was just a warm up before Twitter’s major enterprise – NFL. The platform plans to transmit 10 games and has already started to sell ad time and brand mentions. For example, the price of promotions around the event time or best moments round up estimates from $2 to $8 million. Not bad for off-game advertising, right? However, it is quite a deal for Twitter as the audience of every game can reach 13 million. Does it mean that microblog is 100% confident in their new feature or it’s a shot in the dark? Why on Earth do they even want to plagiarize the ideas?


Why does Twitter want to invest in live videos?

Twitter. NFL Campaign

One of the reasons can be a mere opportunism of the platform. Knowing that Facebook is not so fortunate in monetizing live videos yet (only $25 000 from 50 million views) Twitter wants to take a shot. Moreover, when Facebook positioned itself as a connectivity platform from the very beginning, Twitter has a bit different ideology and public image. It may be more logical to turn to the platform that has been primarily made to share opinions to watch the games. Conveniently you can post something immediately without switching your attention from TV to your phone or computer. Then, the logic of the investors and developers is more or less clear.

To sum up, Twitter wants to be a live platform as well. It is even thinking of creating a permanent page for live events for easier reach, as the platform also signed to broadcast National Basketball Association pregame shows. Will it substitute TV one day? No one thinks so. Especially because the content it is going to produce is not of broad interest. However, it is a curious attempt to become a lead player and unite users’ experience.

Anyway, Twitter seems to have planned all types of changes recently, starting from changing the symbol limit and transforming the way we address someone on the platform. Can it be some new digital identity crisis? All in all, we are not going to use the platform like we did before, as it’s simply not going to exist anymore. Only the time and users’ augmentation will show whether all these new features are staying for good or Twitter needs to come back to the roots until it’s too late.

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