Twitter Wants To Stream Live Video Programming 24/7

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The company, which reports first quarter earnings Wednesday, plans to air live video 24 hours a day, 7 days a week inside its apps and desktop site, building on the 800+ hours it aired in the first three months of 2017, Twitter COO and CFO Anthony Noto told BuzzFeed News.

Call it Twitter TV or The Twitter Network, the always-on realization of Twitter's current live video offering of sports, news and entertainment programming is on its way.

"We will definitely have 24/7 [video] content on Twitter," Noto said during an extensive interview about the company's live video strategy last week.

Despite losing the rights to stream the package of Thursday night games, Twitter is seeing enough benefit from live video to make it a pillar of its growth and revenue strategy.

Live video is driving up conversation volume on the platform, Noto said, and it's helping Twitter offer the type of 15- and 30-second unskippable video ads for which advertisers typically write big checks to TV networks.

Twitter's NFL deal helped it plant a flag in the live video marketplace, letting programmers know it was dead serious about live, and demonstrating an infrastructure that could handle millions of viewers tuning in at once.

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