Bloomberg — Getty Images
By Mathew Ingram
July 12, 2016

Twitter has been ramping up its commitment to streaming live video fairly rapidly over the past week or so, rolling out an experiment from the Wimbledon tennis tournament followed by a deal with CBS to stream the network’s coverage of the upcoming political conventions. And now the service has signed another deal with Bloomberg Media.

The two companies said Tuesday that they have partnered to live-stream several Bloomberg TV programs on Twitter, including Bloomberg West, What’d You Miss? and With All Due Respect. The social network will also be streaming the financial network’s markets coverage throughout the day.

A source with knowledge of the arrangement also told Fortune that—unlike Twitter’s recent Wimbledon coverage—there will be an advertising component to the Bloomberg partnership. Brands will be able to buy pre-roll ads before clips (provided they aren’t live) using Twitter’s Amplify platform, and there will also be the potential for in-stream ads. The two companies will share the revenue.

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“Twitter is one of the fastest ways to find out what’s happening in global business and financial markets, and to engage in the live commentary about it,” Twitter’s chief financial officer Anthony Noto said in a prepared statement. “Partnering with Bloomberg will give people on Twitter the best way to see live financial markets performance combined with the live commentary.”

Twitter’s first venture into live-streaming video was an estimated $10 million deal with the National Football League to broadcast Thursday night games, which it signed earlier this year. In effect, the social network will be simulcasting games that CBS and NBC have already paid $450 million for the traditional TV rights to.

Twitter users got a glimpse of what live-streaming of games and other content might be like last week, when the service streamed live coverage of the Wimbledon tennis matches from Britain.

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The video stream—which didn’t include live matches, but carried live analysis and replays of games—appeared in a dedicated window, with tweets related to the event scrolling in a window next to it. Twitter described the feature as “an extremely early and incomplete test experience.”

A number of reports last week said that Twitter was negotiating with as many as 10 other providers of content, including Major League Baseball and the NBA, as well as Turner Broadcasting, which owns the rights to a number of different sporting events. The social network was also said to be looking for non-sports content, and the first of those deals arrived this week with the CBS partnership.

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