From today, Twitter will live-stream Periscope within its own ecosystem, no longer sending users out to the external video platform to watch broadcasts.
While users will still need the Periscope app in order to shoot video, they will now be able to see the broadcasts of others auto-playing right within tweets and the Twitter timeline.
The move was announced in a blog post with the social player saying that for everyone on Twitter this will mean a richer experience in the home timeline, search results and anyone's profile who has shared a broadcast.
Twitter bought Periscope before if even launched in March last year and in the time it's been live it's had over 100 million broadcasts created with the app.
Speaking with AdNews, Twitter Australia's managing director Karen Stocks says half of the social platforms ad revenue now comes from video and having Periscope play direct in the Twitter feed cements the platform's focus on video.
“When I look at what is the success of this, it's great to get more people watching video, but it's more about aggregate watch time and that's the amount of time that people spend on Twitter watching live video. That's the ultimate goal that we really want to drive towards and that brings all our video plans together,” Stocks says.
Stocks explains that brands such as ANZ, Myer and Telstra have all had success using Periscope for myriad different things, but the reason all their executions worked is because they were all customer centric.
“What we're seeing are businesses that are connected to their customers, or want to connect with their customers, and this is a really easy way for them to do it,” she says.
“It's great for consumers to see a wide variety of leading businesses in this country be consumer centric and customer focused and jump on platforms like Periscope and Twitter as ways to engage with them.”
When it comes to partnerships, Stocks says Twitter works well with other media players such as TV networks.
“We've got some really great partnerships, whether it's with TV, whether it's with sporting events or with the music industry, and we will continue to build on those and create great content.
“When people are watching TV programs and they're in the moment and with the Twitter conversation, the two balance each other out; they're like two peas in a pod and we'll continue to see that happening in 2016.”
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