I have four grandchildren 12-15 yrs old. What's remarkable to me (but now obvious to the TV networks) is that none of them has turned on a TV set to watch programming in months. They watch everything on their phones, iPads or laptops. They watch their favorite TV shows on those devices as well as play games etc. The only time the TV set is ever on is for a live sporting event. Now here's the thing. Twitter signed with the NFL to live stream 10 Thursday Night games. They paid $10M for the privilege. The reason they paid so little is they let the NFL keep much of the ad money on the games. They league already sold ad time of $50M. Its a cash cow for the league and a tremendous platform for Twitter which, if successful, can sell other ads on its own app site if it becomes a real player here. The first game is the Jets v Buffalo in early September. Fans will be able to watch on all devices---and here's the plus---without requiring any access codes--and they can live tweet at the same time, which seems to be a big draw for other shows. Twitter is also in negotiations to get on AppleTV. So here's the deal. If the first game is a Twitter success (the streaming video and sound are clear and uninterrupted) and the buzz about it goes viral...and if Twitter gets onto AppleTV..Katie bar the door. The cord cutting could really become massive---and so likely will the value of Twitter. Keep your eyes and ears peeled....and your stock broker on speed-dial. This entire new paradigm is why ESPN and FOX are looking hard at any new Big12 or other conference deal. We're truly in (or about to enter) a whole new world.
"For Twitter, the bet on live streaming is crucial to turning itself into a mainstream internet destination after other efforts have failed. Live streaming could finally broaden Twitter’s appeal, attracting an even wider audience. And perhaps more important, live events would be another way to sell video ads. If streaming football or basketball games on Twitter’s mobile apps and on desktop computers, along with other platforms, draws viewers, the company could sell more video ads, which typically command a premium.
Twitter has directed a former Goldman Sachs banker with deep ties to the sports media industry, to lead the charge on live streaming and has assigned an engineering team to create its streaming video player. Jack Dorsey, Twitter’s chief executive, considers streaming a critical component of the company’s focus on “live” experiences, along with Periscope, its app that allows smartphone users to live-stream video.
To bolster the effort, Twitter is in talks with Apple to bring the Twitter app to Apple TV, which would potentially let millions of Apple TV users watch the streaming NFL games, according to the two people briefed on the discussions.
Apple and Twitter declined to comment."
Twitter shares surge 7% on talk of Apple TV deal