Twitter on Thursday disclosed it has acquired video publishing provider SnappyTV, a startup that allows content providers to socially broadcast live clips of major events.
SnappyTV has said the technology is a response to how people are watching TV today: saying consumers are sharing tweets and updates on sites like Facebook as an event occurs. Video engagement is also an extension of this sharing, SnappyTV has said, and often generates more traffic than text.
“As Twitter has grown as the companion to live events and broadcast media, SnappyTV will help partners and brands bring the best videos into the conversation, when it matters most,” Twitter said in a blog post on Thursday.
Terms of the deal weren’t disclosed by either company.
Twitter (TWTR)–a platform initially focused on tweets limited to 140 characters of text–also allows users to share photos and videos. The integration of SnappyTV, which had a working partnership with Twitter, comes as users increasingly watch and share major events such as sporting events, red-carpet moments or news clips.
For its part, four-year-old SnappyTV said it intends to maintain an open platform for social broadcasting.
The deal adds to Twitter’s video offerings after it bought film-sharing app Vine.