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Twitter folds live video team under content partnerships for ‘increased efficiency’

Twitter has merged its live-video team under its content partnerships team, as part of a “broader reorganisation” that will help the company assemble future deals more easily.

In a statement to Marketing, Twitter’s spokesperson said that over the past year, its global content partnerships team had made “significant progress” in bringing the best selection of content to Twitter, helping its partners extend, scale, market and monetise.

“To further accelerate this positive momentum, we’re taking steps to streamline this organisation to enable increased efficiency around the world and better align with our global strategy and vision,” the spokesperson added.

According to Bloomberg, the reorganisation will see a regional management structure be put in place for the global content partnerships team, instead of being organised by categories such as sports and news. The team is currently led by global VP and head of content partnerships Kay Madati.

Meanwhile, Peter Greenberger, director of global content partnerships, news and Todd Swidler, global head, live video, will be exiting Twitter. Additionally, global director of sports parnterships, Laura Froelich, will now helm the role of head of US partnerships, the report added.

The company recently signed a deal with The Walt Disney Co., one of the 30 deals it has inked in May, to create live content and advertising opportunities across the entire Disney portfolio on the platform. It also inked nine premium video sport content deals in March this year, enabling Asian Tour, Astro Malaysia, BallBall, Eleven Sports, FOX Sports Asia, International Table Tennis Federations, NetTV, SportsFix TV and TV ONE to utilise Twitter’s in-stream sponsorships.

Last year, it struck more than 35 video content partnerships for the Asia Pacific region, in a bid to bolster its premium video offering for advertisers in the region. It also aims to bring exclusive video and live original programming, live games and events to the platform.

(Read also: Twitter SEA MD: ‘The media has been a good friend, and also not a good friend.’)

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