Twitter increases its premium video content in MENA

Twitter has revealed over 16 premium video content across sports, entertainment and news. The platform will now provide advertisers with more opportunities with premium video on Twitter; to connect with the most valuable audiences.

“Across the world, we find that Twitter’s audience leans in to our partners’ premium real time video and our advertisers appreciate aligning with our brand safe inventory; whether via global-firsts originating from MENA which include custom productions which position brands as viable distribution partners, or by accessing original programs and video highlight clips. This event is a great way to celebrate that momentum with our partners,” said Twitter Head of Content Partnerships, EMEA, Theo Luke.

According to Benjamin Ampen, Managing Director MENA, Twitter, “We’re excited to bring premium content partnerships to these audiences and look forward to seeing continued success by advertisers as they launch new products and services when partnering with such content.”

Toluna, consumer insights company, recently conducted a research for Twitter and the latter also shared the data. The research examined user preferences for content and their interactions within the online video landscape on Twitter among its users in Saudi Arabia, UAE, Egypt and Kuwait. It revealed that majority of Twitter users with 72 percent in KSA and UAE and 62 percent in Egypt consider Twitter as one of their main sources for online video content and also that 64% have previously watched live streamed content on the platform.The research also indicated that in sports, football, wrestling, tennis and motorsports are among the top six enjoyed video content by Twitter users in MENA.