Twitter set dozens of 2023 content deals with media companies. The platform is an important place for the media industry, so after some uncertainty after the completion of its purchase by Elon Musk, the situation is stabilizing for all parties.

Twitter is to run content sponsorship deals with more than three dozen news outlets, media companies, and sports leagues in the first half of this year, according to a schedule of events provided to advertising partners and seen by Axios. According to said schedule, almost all major sports leagues this year, including the NFL, NBA, NHL, MLB, NASCAR, PGA Tour and others, are planning to tweet content related to regular season games and events, like March Madness, NBA Playoffs, and the Super Bowl. According to the document, sports publishers such as CBS Sports, Turner Sports, ESPN, FOX, Univision, and Telemundo are also required to take part in deals related to key sporting events.

News outlets such as the Wall Street Journal, NBCU, Reuters, Axios, Bloomberg, Forbes, Conde Nast, and USA Today also plan to participate in various Twitter content deals focusing on major events such as the World Economic Forum at Davos, CES, and Pride Week.

Entertainment and TV companies such as NBCU, Paramount, and Disney are all slated to run content aligned with various award shows, concerts, and prime-time TV hits, like “The Bachelor” on Disney's ABC, “RuPaul's Drag Race” on Paramount's MTV, and “The Masked Singer” on FOX.

Over the past few years, media companies and sports leagues have entered into multi-year deals with Twitter—typically one to three years—through a selective program called Twitter Amplify. The program pairs advertisers with timely videos from premium publishers, and the publishers share a percentage of the ad revenue generated from their videos with Twitter. Some content partners, such as NBCU, sell ads directly to brands that want to sponsor their videos and share a portion of their ad revenue with Twitter. Others, like the NFL, rely on Twitter to sell ads in their video content.

While Twitter has registered a churn of advertisers, this is most likely only temporary. Twitter had 329 million users as of 2022, up 13.25% from 2019, according to bankmycell.com. The number of users is expected to increase to 335 million by 2023 and over 340 million by 2024. According to the latest Twitter users report (in Q2 2022), the platform had 237.8 million monetizable daily active users. It is the largest audience Twitter has ever had, up 3.84% from the previous quarter and 77.4% from the first quarter of 2019. A lot of advertisers will want to take advantage of such a large audience, so it is only a matter of time before the number of Twitter advertising contracts grows.

© 2023, Eva Fox | Tesmanian. All rights reserved.

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Article edited by @SmokeyShorts; follow him on Twitter

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