Written by Ophir Gottlieb
PREFACE
Twitter Inc. (NYSE:TWTR) has moved yet further into its new identity of live streaming, creating a stand-alone TV app for watching live events that doesn't require logging into the platform.
STORY
We woke up this morning to a landslide of news stories announcing that Twitter Inc. has partnered with Apple Inc. (NASDAQ:AAPL) Apple TV, Amazon.com Inc. (NASDAQ:AMZN) Amazon Fire TV and Microsoft Corporation's (NASDAQ:MSFT) Xbox One. CFO Anthony Noto was quoted in a press release:
"These devices will bring Twitter's live streaming video experience to life on the TV screen."
Source: Investopedia
The content goes beyond just the NFL, and to what appears to be everything video that Twitter Inc. has to offer, from the NBA, NHL, MLB, MLS and the English Premier League, to curated content from Vine and Periscope.
Business Insider reported further on the NFL deal, pulling out the critical elements to remind all that:
"Thanks to Twitter, you'll be able to watch Thursday Night Football games for free on your TV - no cable required."
MORE
Twitter Inc.'s identity shift really began several months ago when CEO Jack Dorsey took the Twitter Inc. (NYSE:TWTR) app out of the social media category on the Apple Inc. (NASDAQ:AAPL) iPhone and into the news category. In one fell swoop Twitter Inc. (NYSE:TWTR) went from ninth in the prior category to first in the latter.
Twitter Inc.'s response to the criticism that the platform was too complicated for new users has been rather abrupt. Now not only can users bypass a login, they can bypass the Twitter app entirely on these TV devices. Here's more from Noto:
"We're excited to introduce this new experience to people, without requiring a paywall or having to log in to Twitter."
But, for Twitter Inc. (NYSE:TWTR), the value add proposition must be that the user experience, or at least the commentary from users is useful. After all, CBS will be streaming the NFL as well. In that vein, the Business Insider article noted above added that for Apple Inc. "On the Apple TV, viewers will be able to see relevant tweets alongside a video stream."
Getting as many people to use Twitter in whatever way is a great move. As to whether or not the conversation becomes a valuable piece of it, we are yet to see.
The author is long shares of Twitter Inc. (NYSE:TWTR) and Apple Inc. (NASDAQ:AAPL).
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