Twitter's Advertising Revenue Declines Despite Heavy Emphasis on Video

Platform found success in livestreaming events

Twitter’s advertising revenue slightly declined in the fourth quarter, as the lagging social media company struggled to build a rapid user base despite increasingly its emphasis on live video.

According to the company’s Q4 2016 earnings report released this morning, advertising revenue in fourth-quarter 2016 totaled $638 million, which is down slightly year over year, with mobile devices raking in 89 percent of total revenue. The company said video now makes up the largest portion of advertising revenue, which Twitter said was largely driven in part by the company’s bets on live video and accompanying video ad formats.

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