Twitter and ViacomCBS Announce Global Content Partnership

ViacomCBS and Twitter Announce Expanded Global Content Partnership

A substantial global agreement has been reached between Twitter and ViacomCBS. This collaboration will feature the streaming of digital content from ViacomCBS’s diverse range of brands, encompassing news, sports, and entertainment. Content will be sourced from live events, television programs, and established franchises.

Paramount+ Watch Parties

Furthermore, ViacomCBS’s streaming platform, Paramount+, will introduce three “Twitter Watch Parties.” These events are designed to leverage Twitter’s functionality as a secondary screen and a central hub for fan interactions and discussions.

Expansion of Previous Agreement

The companies have not yet revealed which original series will be featured in the Watch Parties. However, this content partnership signifies a considerable broadening of Twitter’s prior arrangement with the media company.

Previously, Twitter’s deal was limited to the U.S. and involved only Viacom, prior to the merger with CBS. The renewed agreement is now a multi-year, global pact, extending to encompass the entire ViacomCBS portfolio.

This expansion includes news and sports coverage, in addition to entertainment properties, representing a significant shift from the previous focus.

ViacomCBS Brand Portfolio

The ViacomCBS umbrella currently includes a wide array of prominent brands. These include BET, the CBS Television Network, CBS News, CBS Sports, Channel 5, CMT, Comedy Central, MTV, Network 10, Nickelodeon, Paramount Network, and Telefe.

Recent Collaborations

In recent months, Twitter and ViacomCBS have collaborated on several live events. This includes the 2021 MTV Music Video Awards, which featured a live pre-show on Twitter, and the BET Awards, which livestreamed its red carpet coverage to the platform.

It is anticipated that the new agreement will provide Twitter users with continued access to similar events. Details regarding other programs and properties that will be showcased on Twitter in the coming months remain undisclosed.

Twitter Amplify and Marketing Support

Beyond content hosting, the agreement will also incorporate marketing support from Twitter. ViacomCBS programs will be eligible for marketing assistance and brand sponsorship opportunities through Twitter’s Amplify program.

This program connects ViacomCBS’s video content with Twitter’s paid reach and targeting capabilities. ViacomCBS will also utilize Twitter’s marketing tools for live video, real-time highlights, and Twitter Moments.

Twitter’s Evolving Video Strategy

Twitter had previously prioritized live video content, implementing features like pinned live videos, livestreamed events, and concerts. However, announcements regarding such partnerships decreased over time.

The company even discontinued its livestreaming app, Periscope, to concentrate on new social features like Fleets, Spaces, Communities, and Super Follows.

Renewed Focus on Digital Content

Twitter is now actively pursuing deals to integrate digital content into its core offerings. In early 2021, a similar global, multi-year partnership was announced between NBCUniversal and Twitter.

Executive Statement

“We’re thrilled to extend our long-standing relationship with Twitter in this expansive global deal that brings together the full ViacomCBS portfolio and magnifies the scale and scope of our valued partnership,” stated Andrea Wolinetz, SVP, Distribution & Business Development-Streaming at ViacomCBS.

“Twitter is the digital water cooler for trending topics and fandom worldwide, and we’re excited to provide front-row access to innovative digital content experiences and culture-defining moments across the best of entertainment, news and sports for Twitter users everywhere.”