NBC and Twitter's partnership for the 2020 Olympics will allow NBC to tap into Twitter's avid fanbase – and potentially drive viewership back to its own platforms:
While these deals are meant to be complementary to live linear TV and streaming properties — not primary or standalone — Twitter expects live video content to boost active engagement among its users. That would help it further extract value from its monetizable daily active users , which sit at 139 million as of Q2 2019, up 14% YoY.
And considering that video ads have become Twitter's dominant ad format, we expect them to make good use of the sports-driven engagement bump: Last year in Q1, Twitter saidNBC can tap into Twitter's avid fanbase, and potentially drive viewership — which is already expected to be high — back to its own platforms, which will by then include NBCUniversal's AVOD offering.
Twitter's increased engagement during sporting events is something NBC is no doubt banking on to drive increased viewership of and conversation around the 2020 Games.Also, NBCU is set to launch its streaming service inThe ad-supported version will initially roll out to Comcast and Sky pay-TV customers, but it will also have a paid ad-free tier for non-pay-TV subs.
While the Olympics command plenty of attention on their own, NBCU likely doesn't want to take any chances when it comes to delivering on promises to advertisers, hence its Twitter partnership. NBCU projects it will sell more than
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