Twitter has held talks with Viacom about hosting TV clips on its site and selling ads alongside them, according to reports. Twitter has also discussed a content partnership with NBC.
Twitter is looking to add video content in order to get users to spend more time on the site and watch promotions. Building on its existing partnerships with Walt Disney’s ESPN, Weather Channel and Turner Broadcasting, Twitter is seeking to add more entertainment and news video.
NBC and Viacom partnerships would let Twitter stream videos on its site and split the resulting ad revenue with the networks.
Last June, a third of active Twitter users posted on the site about something they watched on TV, up from 26 per cent at the beginning of the year, Nielsen Holdings NV (NLSN) said in a report on social media last year. Twitter and Nielsen have agreed to form a partnership to measure the amount of online discussion being generated by TV programmes.