ViacomCBS and Twitter reached a new multi-year agreement to use the social media platform for creating additional content and engagement around ViacomCBS’ shows.
Twitter has been tapped to make digital content around ViacomCBS’ live events, shows and franchises from brands including BET, CBS Television Network, CBS News, CBS Sports, Channel 5, CMT, Comedy Central, MTV, Network 10, Nickelodeon, Paramount Network and Telefe. On top of that, Paramount+ will host three Twitter Watch Parties to hopefully create more audience engagement for the streaming service’s original series.
The partnership covers all international markets in which Twitter and ViacomCBS operate. The companies did not disclose financial terms of the agreement.
“We’re thrilled to extend our long-standing relationship with Twitter in this expansive global deal that brings together the full ViacomCBS portfolio and magnifies the scale and scope of our valued partnership,” said Andrea Wolinetz, senior vice president of distribution and business development, streaming at ViacomCBS. “Twitter is the digital water cooler for trending topics and fandom worldwide, and we’re excited to provide front-row access to innovative digital content experiences and culture-defining moments across the best of entertainment, news and sports for Twitter users everywhere.”
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"We're excited to take our strong partnership to a new level, offering premium content across entertainment, news and sports and giving brands the opportunity to align with ViacomCBS' entire portfolio on a global scale," said Jennifer Prince, head of global content partnerships at Twitter, in a statement. "Through highlights, Twitter Moments, innovative formats and Paramount+ watch parties, Twitter will put users at the center of the biggest moments happening around the world."
ViacomCBS’ “tentpole” programs will be eligible for Twitter marketing support and brand sponsorship sales rights via Twitter’s Amplify program providing paid reach and targeting. ViacomCBS will also use Twitter marketing features including live video, real-time highlights and Twitter Moments.