With deal to stream GOP & Dem confabs, Twitter becomes go-to partner for reaching Millennials

By Jim O'Neill on Jul 12 2016 at 9:30 AM

CBS News is partnering with Twitter to provide live online coverage of the Republican and Democratic national conventions this month and – in the process – reach Millennials, 82% of whom say they get most of their news from online sources.

Twitter and CBS plan to deliver complete coverage of the RNC (July 18-21) and DNC (July 25-28), with Twitter providing live streaming and conventional Tweets from the convention sites, Cleveland and Philadelphia respectively.

"Twitter is the fastest way to find out what's happening in politics and to have a discussion about it," Twitter CFO Anthony Noto said in a statement. "By bringing the live discussion of the Republican and Democratic National Conventions together with CBSN's live video stream of the proceedings, we believe we're giving people around the world the best way to experience democracy in action."

Twitter last November also teamed with CBS to broadcast a Democratic presidential debate, adding a Republican debate in January.

"CBS News will have the highest quality original reporting continuously throughout both conventions—we are very pleased that reporting will be so prominently featured on Twitter's live platform," according to a statement from CBS News president David Rhodes.

The deal with Twitter should give CBS a leg up on other broadcasters, at least with Millennials.

An American Press Institute study in 2015 found 85% of Millennials surveys say news is at least somewhat important to them and 69% say they get news daily.

Some 40% also pay for at least one news-specific service, app or digital subscription, API said, with 86% acknowledging that they see diverse opinions of news topics by reading or watching social media.

As API said in its report: This generation tends not to consume news in discrete sessions or by going directly to news providers. Instead, news and information are woven into an often continuous but mindful way that Millennials connect to the world generally, which mixes news with social connection, problem solving, social action, and entertainment.”

Twitter has become a go-to partner for broadcasters and brands looking to reach the critical Millennial audience, especially with live content. Earlier this year, for example, the NFL reached a deal with Twitter to live stream its Thursday Night Football games, and reports say the company also wants to corral deals with the NBA, Turner and MLS.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

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