Twitter is getting into online programming, starting with a deal that will allow it to show Thursday night National Football League games online.
NFL games will be screened for free to a global audience using any device for the duration of the 2016 season. The games will also be available on NBC, CBS and the NFL Network, meaning that viewers will have the option of watching matches through digital, cable or traditional broadcast means.
It's the latest step in the NFL and Twitter's partnership, forged in 2013, and marks a leap for the social network as it gets into live sports streaming for the first time. Twitter has long hosted conversation around matches and has more recently introduced replays and curated "moments" following matches, but is now making itself a go-to place for watching a game -- a kind of online sports bar.
"Twitter is where live events unfold and is the right partner for the NFL as we take the latest step in serving fans around the world live NFL football," said NFL Commissioner Roger Goodell.
Twitter will also be the home of in-game highlights and pre-game Periscopes, ensuring it stays with viewers from the build-up to a game through to post-match commentary. All Thursday Night game content will be available to registered and nonregistered Twitter users, of which the social network says it has 800 million.
For Twitter, which has been struggling over the past six months to prove its potential for continued growth, streaming Thursday Night Football may well help it attract new users and engage new audiences all around the world -- including those outside of the US who do not already have easy access to games. Twitter CEO Jack Dorsey says he also hopes it will continue to cement the loyalty of NFL viewers by "transforming fan experience."
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