Twitter integrates live video into app
Twitter is launching live video to all iOS and Android users over the coming days, the company has said in a blog post. Once users are live, anyone on Twitter or Periscope can join their video or interact by commenting and liking the content. Additionally, Twitter is partnering with Bloomberg TV to live stream several shows and the financial broadcaster's daily market coverage. So far advertising has been absent from Twitter's live video page, but direct monetisation is expected to be implemented at some point, according to Nitesh Patel, director at analyst house Strategic Analytics.
Twitter is now inviting its app users to create and tweet live video. Powered by Periscope, the new feature is part of a broader effort to reinvigorate its platform with live video.

“Live video brings moments and events to life in a way that no other medium can,” Sara Haider, senior manager of software engineering at Twitter, notes in a new blog post.

To go live, users just need to compose a Tweet, then tap “Live,” which will bring them to a pre-broadcast screen where they can frame their shot. When they are ready, users will then have to press “Go Live” to start broadcasting.

Once users are live, anyone on Twitter and Periscope can join their live video. When users are watching a live video, they can comment and send hearts by tapping their mobile screens.

The feature is rolling out to all iOS and Android users over the coming days. Like Facebook and other rivals, Twitter is taking its video strategy seriously.

advertisement advertisement

Among other efforts, the social giant reached a deal to live-stream several Bloomberg TV shows this summer. Per the pact, Twitter also plans to stream the financial network’s daily market coverage.

The efforts are part of a bigger video strategy by Twitter to reinvigorate its relationship with users and brand marketers.

Also this summer, Twitter launched a live-video stream of ESPN’s Wimbledon coverage.

While advertising has been conspicuously absent from Twitter’s Live video page, analysts say that is sure to change. “We expect direct monetization to follow,” Nitesh Patel, a director at Strategy Analytics, noted in a recent report.

Worldwide, revenue from mobile video will reach $25 billion by 2021, according to the Strategy Analytics report. The money is mostly coming from advertisers trying to reach a growing mobile-video audience.