Twitter Monetizes Exclusive NBA Livestreamed Shows

Livestreamed sports programming on Twitter is being monetized for the first time, as American Express and JBL Harman reached an agreement for ad inventory during the NBA’s original fare for the social network.

Livestreamed sports programming on Twitter is being monetized for the first time, as American Express and JBL Harman reached an agreement for ad inventory during the National Basketball Association’s original fare for the social network.

Twitter and the NBA announced in July that two exclusive original shows would be livestreamed on Twitter, and in October, details were announced on Turner Sports-produced The Starters Twitter Show and The Warmup.

The Starters Twitter Show is livestreamed on Twitter Tuesdays at 11 a.m. ET, hosted by J.E. Skeets and Tas Melas, with contributors Trey Kerby, Leigh Ellis, Matt Osten and Jason Coyle.

And The Warmup—which was described as “a blend of the NBA, lifestyle, music and pop culture”—is a weekly pregame show every Thursday at 7:30 p.m., hosted by Ben Lyons and Ro Parrish.

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Twitter said in an email to SocialTimes that the social network controls all ad inventory for the two shows, with revenue split between it and the league, adding that 63 percent of NBA fans look for content related to the league on Twitter whether a game is on or not, and 88 percent check Twitter for NBA-related content several times weekly.

Readers: What are your thoughts on the monetization of these two Twitter-exclusive NBA livestreamed shows?

Image of basketball and money courtesy of Shutterstock.