At its first TwitterFronts event for the Middle East and North Africa region, Twitter unveiled over 16 premium video content collaborations across sports, entertainment and news. At the event held at the Marina mall cinema in Dubai, Twitter showcased its content partners spanning broadcast, digital, sports and original content.
With video views on Twitter growing to some two billion views a day, video content is a winning strategy for social media companies in their battle for consumer attention. Such partnerships are driving distribution reach for video content producers around the world, with platforms like Snapchat following a similar strategy of partnering with premium video content creators. The MENA partner announcements add to the list of 950 global content partners which Twitter has announced in similar events across the globe.
The newly announced content partners are some of the biggest media and entertainment companies in the region. These include MBC Group and AMS, Abu Dhabi Media, and Dubai Media Inc and Rotana. Twitter also announced as several new and live original productions to be released exclusively on Twitter during Ramadan.
Sports highlights and sports-related content is extremely popular among Twitter users and they announced partnerships for exclusive shows with Bein Sports, Formula One, and Goal DAZN. Some of the digital publishers on their platform include the likes of Diwanee, Saudi’s SABQ, Augustus media (Lovin Dubin, Lovin Saudi and Smashi) and Aram.
“Across the world, we find that Twitter’s audience leans in to our partners’ premium real time video and our advertisers appreciate aligning with our brand safe inventory; whether via global-firsts originating from MENA which include custom productions which position brands as viable distribution partners, or by accessing original programs and video highlight clips. This event is a great way to celebrate that momentum with our partners,” said Twitter Head of Content Partnerships, EMEA, Theo Luke.
Twitter Head of Research, Walid M Issa, presented some key insights about Twitter in MENA. Recent research conducted by Toluna – a consumer insights company – revealed that up to 72% of Twitter users in KSA and UAE and 62% in Egypt consider Twitter as one of their main sources for online video content.