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Shona Jago-CurtisManaging Director

Twitter Touchdown: Delivering an Immersive Digital Experience

Having recently marked its 10th birthday, Twitter had even more to celebrate this week as the social network announced its exclusive partnership deal with the National Football League (NFL).

The deal will see Twitter deliver a free, live OTT digital stream of Thursday Night Football to global audiences throughout the 2016 NFL season.

The news comes after a hotly contested bidding process which drew interest from Facebook, Amazon and Verizon, with Twitter scoring the digital distribution rights which will see the games streamed to over 800 Million registered and non-registered users worldwide on the Twitter platform on mobile phones, tablets, PCs and connected TVs.

The partnership with Twitter is a savvy move by the NFL to give fans what exactly what they want – a real-time, immersive experience, delivering the immediacy of the event to sports fans in their own homes.

Twitter has long been the go-to channel for the live ebb of social commentary, offering a central place for reaction and discussion of the game, and now Twitter can further ‘own’ the conversation through its involvement in rights.

The announcement underlines the fast-changing environment of sports broadcasting and excitingly points to a future where TV, mobile, social, messaging and communication platforms are coming together to deliver the ultimate user experience, not just limited to the sports field, but applicable right across the spectrum, should brands choose to engage.

For sports fans, Twitter’s ability to offer users the feeling that they are living every moment of the game has already seen the social network expand its reach.

Today’s announcement will see Twitter add a new dimension to its immersive experience offering users an unparalleled sporting experience and the potential for Twitter to capitalise on a captivated digital audience. We will watch with interest how brands will choose to engage with live streaming for a ‘complete’ digital user experience.

For a nostalgic look back at Twitter’s most memorable moments over the last 10 years, check out this video from The Independent.

Twitter Touchdown

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