In a quest to add high-quality video content to its text-based offerings, Twitter is trying to close partnership deals with Viacom and Comcast's NBCUniversal, Bloomberg reported, citing unnamed sources close to the discussions. The social media company is reportedly interested in hosting TV clips on its site—with advertising running alongside them. Twitter would split ad revenue from the streaming videos with the networks.
Twitter may court other networks as it seeks partnership deals in the coming weeks, according to Bloomberg.
TV has long been a focus of Twitter users—Twitter once boasted that it had reinvented the water cooler—and the company is eager to add video content that will get users to spend more time on the site. Nielsen reported that a third of active Twitter users last June tweeted about something they had seen on television.
Twitter already has partnerships with ESPN, The Weather Channel and TBS.