Ethan Thomas, Account Coordinator
Hey Twitter, I appreciate what you’re doing. And I’m not alone.
As I explained in What’s Happening, Twitter?, the social media giant is losing active users to Instagram, Snapchat and others. However, there is hope for Twitter in the live streaming market, especially with its rights to stream NFL games.
Well, Thursday Night Football on Twitter is killing it! CBS reported overall lower ratings for the network during each game, but our good friend Twitter is picking up the slack. Just over 2 million viewers chose Twitter over their cable provider when watching the NFL’s second non-Sunday football game.
While the sheer number of viewers was a pleasant surprise, I was also impressed by the targeted advertising that most live streaming services fill with a blank screen (looking at you, Xfinity). I was honestly worried it would be the same two advertisements played over and over again ad nauseam. In reality, it was a pleasant mix of ads that didn’t make me question if I was watching the right channel or not.
While the entire broadcast is technically being run by CBS, Twitter has managed to piggyback onto the opportunity to act as its own television network.
Let’s think about this:
- Twitter did not have to do the heavy lifting of dealing with announcers or a broadcast team.
- Twitter users do not have to pay a monthly subscription fee to watch.
- Advertising appears to target the consumers watching.
Not saying that running a highly efficient live stream isn’t difficult, but let’s be real: Twitter is getting the better deal in this arrangement.
After watching, the first thing I thought of was how unimpressed I was with Facebook’s attempt at streaming live sports. If you don’t recall, Facebook was the main provider of coverage of all preliminary games in USA men’s basketball’s Olympics quest. The system seemed flawed, rushed and overall not ready for use by your everyday Facebook user.
Twitter isn’t just a social media network like Snapchat or Instagram. Twitter is becoming THE online media network. As an avid sports fan, I’m honestly impressed with Twitter’s streaming capabilities. As a member of the advertising community, I’m extremely interested in getting more involved.