Twitter LONDON, ENGLAND – NOVEMBER 07: In this photo illustration, the Twitter logo and hashtag ‘#Ring!’ is displayed on a mobile device as the company announced its initial public offering and debut on the New York Stock Exchange on November 7, 2013 in London, England. Twitter went public on the NYSE opening at USD 26 per share, valuing the company’s worth at an estimated USD 18 billion. (Photo by Bethany Clarke/Getty Images)

As Twitter copes with the loss of Thursday Night Football to Amazon, the social media service now looks to the next phase to attract viewers. Twitter COO and CFO Anthony Noto tells Buzzfeed News that the company looks to stream live video 24 hours, 7 days a week. That’s on top of the over 800 hours of video it streamed in the first three months of this year.

“We will definitely have 24/7 content on Twitter,” Noto said during an extensive interview about the company’s live video strategy last week. “Our goal is to be a dependable place so that when you want to see what’s happening, you think of going to Twitter.”

Twitter has signed deals to stream one MLB and NHL game a week, live NBA content, golf, eSports, and college sports from various conferences. It also streamed live news events such as presidential debates, the French presidential election and the Trump inauguration.

Twitter hasn’t been known as a streaming destination such as Amazon or Netflix, but there’s evidence that the vicdeo has begun to take hold and attract people to the service. The video autoplays inside the Twitter app and desktop site.

And while it won’t be streaming the NFL in 2017, one benefit of the deal was that the audience TNF brought to Twitter convinced companies that it was a viable option to stream live events. And Noto notes that as it streams live news and upcoming eSports events, it’s bringing in an audience that is attractive to marketers.

As people look for content to watch on their mobiles, Twitter’s partnerships with leagues, college conferences and networks will give it a punch that will lure audiences and advertisers.

[Buzzfeed News]

About Ken Fang

Ken has been covering the sports media in earnest at his own site, Fang's Bites since May 2007 and at Awful Announcing since March 2013.

He provides a unique perspective having been an award-winning radio news reporter in Providence and having worked in local television.

Fang celebrates the four Boston Red Sox World Championships in the 21st Century, but continues to be a long-suffering Cleveland Browns fan.