Get ready for nonstop live video inside Twitter.
The company, which reports first quarter earnings Wednesday, plans to air live video 24 hours a day, 7 day a week inside its apps and desktop site, building on the 800+ hours it aired in the first three months of 2017, Twitter COO and CFO Anthony Noto told BuzzFeed News. Call it Twitter TV or The Twitter Network, the always-on realization of Twitter's current live video offering of sports, news and entertainment programming is on its way.
"We will definitely have 24/7 [video] content on Twitter," Noto said during an extensive interview about the company's live video strategy last week. "Our goal is to be a dependable place so that when you want to see what's happening, you think of going to Twitter."
Noto's assertion follows the loss of Twitter's cornerstone NFL deal to Amazon. But despite losing the rights to stream the package of Thursday night games, Twitter is seeing enough benefit from live video to make it a pillar of its growth and revenue strategy. Live video is driving up conversation volume on the platform, Noto said, and it's helping Twitter offer the type of 15 and 30 second unskippable video ads for which advertisers typically write big checks to TV networks.