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Twitter Launches Video-Based Apps For TV In Advance Of First NFL Live Streams

Twitter this morning debuted new dedicated and branded apps for Apple TV, Amazon Fire TV and Xbox One. The video-based apps will serve as a hub for Twitter’s fast-growing collection of live streaming video, including the NFL's "Thursday Night Football" streams that begin tomorrow night, and content from other partners including MLBAM, NBA, Pac 12 Networks, Campus Insiders and Bloomberg News. The apps will be freely available, regardless of whether a user has a Twitter account or pay TV subscription. The connected TV apps add to several other planned distribution points for the NFL live streams, including a dedicated web page at TNF.twitter.com, Twitter Moments and the Twitter feeds of participating parties such as @NFL, @TwitterSports and @CBSSports. The video feeds will be complemented by curated feeds of tweets, but those can be hidden to allow for a full-screen video view. Twitter’s efforts in live video represent a key element of its strategy to grow its active user base that has largely stalled around 313 million. “Twitter has always been a great complement to TV, and now fans enjoy even more premium video with live tweets -- and the best content on Twitter -- right from their TVs,” Twitter CFO Anthony Noto said in a statement. “We’re excited to introduce this new experience to people, without requiring a paywall or having to log into Twitter” (Eric Fisher, Staff Writer). The WALL STREET JOURNAL's Yoree Koh writes by "making live broadcasts available on a bigger screen, Twitter’s TV apps could help address whether people would want to tune into" NFL or MLB games "on a five-inch smartphone screen" (WSJ.com, 9/14).

THIS MAGIC MOMENT: RE/CODE's Kurt Wagner notes live streaming tomorrow's Jets-Bills game is the "most important product milestone" Twitter has had since it launched Moments. While it is a "regular-season NFL game between two mediocre teams," Twitter has "re-focused the company around livestreaming video, and its deal with the NFL is the centerpiece of that new strategy." The company has been "tinkering with different live video formats all summer, but Thursday’s stream won’t be considered a test." Wagner: "It’s go time for Twitter, hence the three new apps, and the company needs to deliver some kind of audience to convince the NFL and investors that watching football on Twitter is in some way better than (or at least different from) watching on another platform, like CBS or NBC" (RECODE.net, 9/14).

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