Twitter strikes over 35 video partnerships for APAC region

Twitter has struck over 35 video content partnerships for the Asia Pacific region. The partnerships include extensions of existing global live deals and aims to bolster its premium video offering for advertisers in Asia Pacific. It also aims to bring exclusive video and live original programming, live games and events to the platform.In a press statement, Matthew Derella, global VP of revenue and operations, Twitter, said that Asia Pacific is the “growth engine of Twitter”, which comes as the company looks to extend itself in the region with both live streaming and in-stream premium video content. Derella added that Live content is also the core of Twitter, with over 1,200 hours of live premium content globally being streamed in Q2. This consists of content from brands, eSports, news and entertainment.The move also follows Twitter’s move to roll out in-stream video advertising in the region, starting with Australia. According to a blog post, the company has partnered BeIN Sports and Seven West media for content. Meanwhile, SportsBet, NAB and Woolworths have come on board as advertisers.New sports partnerships which advertisers can leverage on include include Ashes/Cricket Australia, Australia Open with Channel 7 Sports, Breakfast with Champions with Gaurav Kapur, Cricbuzz, Fox Sport Asia, International Cricket Council, Premier Futsal India, Riot Games.For news partnerships, Twitter struck deals with Bloomberg Asia Pacific, BuzzFeed Japan, Channel 7, NDTV and Network 18. Meanwhile, entertainment partnerships include ABS-CBN, Anupama Chopra & Film Companion, ARIA Awards, Filmfare Awards, Haylo Media Group, KBS Music Bank Weekly Shows, Live Nation Australia, 2017 Mnet Asian Music Awards with CJ E&M, Red Chillies Entertainment, Rolling Stone India, Southern Cross Austereo, The Sound Campaign, Yash Raj Films and Channel 7.Existing sports partnerships available to advertisers include Australian Football League with Channel 7 Sports, BeIN Sports Australia, MTG, National Basketball Association, National Football League and Women’s National Basketball Association. The company also has existing news partnerships with Bloomberg and BuzzFeed and an entertainment partnership with American Music Awards, with Dick Clark Productions.“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,” Maya Hari, managing director of Asia Pacific, Twitter, said.Marketing has reached out to Twitter for additional comment.