Turner’s encore on Twitter
Turner Broadcasting’s TNT channel decided to stream its new drama series Claws on Twitter (TWTR) soon after the show premiered on television. Turner, an affiliate of Time Warner (TWX) noted that streaming Claws on Twitter marked the first time a cable drama had aired on the platform.
Streaming Claws on Twitter also showed the strengthening ties between Turner and the social media company. In April, Twitter streamed an encore of Full Frontal with Samantha Bee’s “Not the White House Correspondents’ Dinner” comedy special soon after its premiere on Turner’s TBS cable network.
Turner cited the success of the comedy special on Twitter and hinted that this was the reason it was returning to the platform with Claws.
Michael Engleman, who heads entertainment marketing and brand innovation efforts at Turner, said in a statement cited by Fortune that streaming on Twitter helps them reach new audiences and grab the attention of viewers who would have otherwise missed the opportunity to sample their shows.
Twitter driving value for media companies
The return of Turner to Twitter suggests that media companies are impressed with the value they are deriving from the platform. Twitter has continued to attract more media publishers to its site, and last month, it announced more than a dozen new video partners, including strengthening ties with Bloomberg.
Twitter is banking on video to help it turn around its fortunes. Research firm eMarketer forecasts that digital video ad spending will continue to grow as marketers seek the attention of Millennials, a demographic that spends a lot of time on the Internet.
As you can see in the chart above, US (SPY) digital video ad spending is projected to hit $16.7 billion by 2020—up from $5.2 billion in 2014. Facebook (FB), Alphabet’s (GOOGL) Google, and Snap (SNAP) are all pitching for this market.