San Francisco -- Twitter wasn’t designed out of the chute to be a second screen app for TV audiences, but the social media platform has evolved into one that “supercharges” that content, Matthew Moroz, the head of TV partnerships at Twitter, said.
Moroz (pictured), the closing keynoter here at Tuesday’s Multichannel News/Broadcasting & Cable Next TV Summit, said Twitter has forged a creative connection with TV through broad distribution and a growing set of social media tools that now include Vine and Periscope, Twitter’s mobile live streaming app.
In addition to providing ways for programmers to market their shows and drive conversations with viewers, Twitter has also been able to add a new dimension to TV storytelling, he said.
“Twitter supercharges that [TV] content…and adds a layer of conversation around TV content,” he said. “Twitter was never designed to be the second screen app for TV audiences” but millions have tapped into the platform in that way.
“We’re living in a golden age of television,” Moroz added, noting that consumers now have almost endless options at their fingertips. “People want TV and want to have a conversation.”
Regarding scale, he said there are about 300 million active Twitter users, but content from the social media platform is also amplified through “syndication,” as tweets show up in news and other media.
And Twitter is also showing up on more traditional TV platforms and helping to drive tune-ins. Comcast, for example, uses Twitter data on X1 for a trending guide that shows viewers which shows are buzzing.
And Twitter is placing a greater focus on video integration, supported in part by Twitter’s 2014 acquisition of SnappyTV, a platform that enables users to quickly clip and share video clips from TV shows, or create Vines and gifs. Major TV stars such as Ellen DeGeneres have integrated Periscope into their programs – including during the live show or post-show.
Those video bets, Moroz said, are “starting to pay off,” noting that video views via Twitter have grown 250%, with 90% of them on mobile. He estimated that 370 years’ worth of video is viewed on Twitter daily.