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The Twitter app loads onto an iPhone in this illustrative photograph taken in Los Angeles, California.
Mike Blake | Reuters
Exclusive looks at the Golden Globes, Macy’s Thanksgiving Parade, and other live NBC events are taken to Twitter.
Comcast’s NBCUniversal and Twitter announced a multi-year global content partnership on Monday, with the goal of expanding advertising and audience for the media company and social media giant.
As part of the partnership, NBCUniversal will bring live and trending content, such as red carpet event scenes and sports highlights, to Twitter. The global audience will then be able to watch some coverage of the events on Twitter and chat in real time. This will help expand the social inventory of businesses worldwide for marketers.
Twitter will also provide broader business support to the network’s advertising partners, according to a statement announcing the deal.
Companies have formed smaller-scale partnerships in the past, but this is their first global effort. NBCUniversal said that since launching its partnership with Twitter in 2013, the two companies have experienced significant growth and engagement. The campaign’s total growth exceeded 10 times the trajectory and last year the number of global video views for all NBCU Twitter aliases increased by 26% on average, the company said.
Disclosure: Comcast owns NBCUniversal, CNBC’s parent company.
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