Twitter has inked a deal with the NFL that will allow it to live-stream content to iOS and later the Apple TV. It’s thought the company has paid around $10 million to stream ten games — all of which are Thursday night fixtures.
Facebook and other large tech companies also had their sights set on the NFL deal, according to The New York Times, however, sources familiar with the deal say the NFL decided Twitter’s terms were more favorable because it agreed to sell only a portion of in-game ads.
Twitter was keen to secure Thursday night games because they are the most popular, with around 13 million viewers per game last season. Its first stream will take place on September 15, and fans will be able to tune in on the web and via Twitter’s mobile apps.
Twitter is also said to be working on bringing a new app to Apple TV to make the streams even more accessible, according to two sources familiar with the plan. However, neither Twitter or Apple would confirm those claims.
In an effort to attract new users to its platform, Twitter has previously secured deals to stream content from Wimbledon, the NBA and the MLB, and CBS News. It is also said to be in talks with the MLS and the PGA over similar agreements.