After acquiring the Squad video app, Twitter enters a partnership with ViacomCBS.
Viacom CBS is the global media agency that houses a portfolio of popular entertainment, news, and sports channels such as BET, CBS, Channel 5, CMT, Comedy Central, MTV, Network 10, Nickelodeon, Paramount Network, and Telefe. The partnership will allow Twitter to host live sports and TV streams of the following brands. Paramount will also be hosting 3 Twitter Watch Parties.
Hopefully, the partnership will boost advertising, discovery, and engagement to both parties.
As Twitter enters a partnership with ViacomCBS, it aims to improve the discovery and engagement of live events and TV exposures. For marketers, they can gain from such a move by focusing more on Twitter Watch Parties and TV paid ads. These are recently becoming a favorite of modern consumers.