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Twitter’s Uphill Struggle To Become A Media Firm

As Twitter looks to turn a corner after several quarters of sluggish user growth and executive shakeups, the company is resolved to become a media platform. But even what counts as its biggest hit with media partners isn’t yet a significant money maker.

Twitter has succeeded at getting media companies and sports leagues to embrace its platform, with handles and hashtags scoring prominent placement on TV. Whether that has translated into substantial revenue for Twitter and a worthwhile bargain for the sports leagues, though, remains an open question.

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“That’s going to be the test for using a new video uploading service, it’s more work. It’s harder to sell advertising if it’s spread out on all platforms, all things being equal,” Mr. Raymond said.

John Saroff and Tom Dotan commented on this article.
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"Sports is still a core use case with Amplify, but so is anything else with an element of live and timely conversation."