When Twitter streams its first N.F.L. game on Sept. 15, it will get to assess whether its vigorous pursuit will pay off — and whether live streaming can viably be a linchpin of its future.
For Twitter, the bet on live streaming is crucial to turning itself into a mainstream internet destination after other efforts have failed. Live streaming could finally broaden Twitter’s appeal, attracting an even wider audience. And perhaps more important, live events would be another way to sell video ads. If streaming football or basketball games on Twitter’s mobile apps and on desktop computers, along with other platforms, draws viewers, the company could sell more video ads, which typically command a premium.
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