Twitter Explores Revenue-Sharing Partnership with TV Networks

Twitter is seeking to expand its revenue-generating capabilities in the coming months as it continues to develop products that partner with television networks. Currently, television networks and shows enjoy free publicity using Twitter’s popular social media system, often advertising hashtags or user accounts on air. Recent research has shown that increased tweet volume is positively correlated with higher television ratings. As a result, Twitter—ahead of its looming IPO—is aiming to capitalize on this research and create opportunities for television networks to advertise in its digital space.

Through a new product called “Amplify,” Twitter allows television networks to post brief replays of content shortly after that content airs. These replays would be accompanied by paid sponsors, and Twitter and the television network would share the generated ad revenue in an undisclosed split. Networks such as A&E and ESPN are already signed on to Amplify, with other such as CBS giving strong consideration. As more networks sign onto the product, Twitter will become even more ingrained in television, further bridging the gap between traditional television advertising and digital marketing / advertising. As Twitter’s user-base continues to grow (and with August revenue up 81% year-over-year), Twitter is a logical partner for television networks considering the growing trend in viewers participating in social media during live broadcasts.

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