In a story published by Re/Code, Twitter is said to be interested in adding more streaming rights sports deals. Twitter CFO Anthony Noto, added, “We’re not just talking to the leagues, we’re also talking to the broadcast partners of the leagues and the cable network partners of the leagues,” he said.
That suggests that Twitter wants to create relationships with rights holders who control the high quality video content that competitors like Facebook and Snapchat are seeking.
But why would professional sports leagues wish to explore a deeper relationship with the social media company when it hasn’t exactly been setting the world on fire with growth? The answer – an opportunity to connect with audiences that television networks aren’t already reaching, and who don’t currently pay for cable.
“A significant percentage of our audience is 18- to 24-year-olds and 18- to 34-year-olds, and those are the cohorts that have never signed up for pay television or are deciding not to continue with pay television,” Noto explained. “We want to be their digital distribution arm to a younger mobile, global audience.”
With an NFL deal under its belt, Twitter hopes to continue building on its momentum. Other sports leagues and rights holders have started contacting the company to discuss streaming deals, and they’re listening closely to all possibilities. Whether or not this will lead to Amazon, Facebook, Verizon, and other digital media companies making a heavier push for sports digital rights remains to be seen.