×

Twitter Adds One-Click Video Playback — Which It Claims Delivers Huge Results

One-click video feature will be tested initially with Twitter Amplify partners

Twitter just became a more attractive home for premium, short-form video content.

The social media company launched a new way for partners to present video in tweets: Now, video previews can appear in the timelines of users, who can initiate playback with a single click (or tap). For most video on Twitter, you have to click two or three times to start playback.

No big deal, you say? Twitter claims it’s huge: In tests with a few partners (which the company declined to identify), the single-click videos with the preview images delivered a threefold increase in the number of users who actually watched the video, according to a rep.

The NBA began using the in-line one-click video feature last night, posting clips from the Lakers-Spurs game in-progress to drive viewers to watch on ESPN. (Click here and here to see tweets with embedded highlights.)

SEE ALSO: Twittervision: How Video + Social Media Will Change Twitter (and Entertainment)

The idea behind the feature is to mimic the experience with Vine, Twitter’s six-second video app, which already lets you start watching a video with one click. The in-line video playback uses Twitter Cards, which lets publishers attach previews of photos, articles, apps and other content in tweets.

Popular on Variety

Currently, the in-line video playback doesn’t work on embedded tweets — it’s available only on Twitter’s website and mobile apps for iOS and Android devices and.

Twitter is describing the in-line video feature as a beta test. Initially, the company plans to test it out with the 60-plus companies participating in Twitter Amplify, its advertising and promotion program for TV and media partners. Those include ABC, CBS, Fox and NBC, ESPN, Turner Sports, Viacom, BBC America, The Weather Channel, A+E Networks, Discovery Communications and Major League Baseball. After testing with those partners, Twitter expects to expand the program to other “high-quality publishers” on an invitation-only basis, according to a rep.

SEE ALSO: Twitter Hires YouTube Exec as Head of TV and Video

Twitter offers two options for partners who want to distribute video: They can use the native Twitter Card or via third-party players like SnappyTV (which the NBA uses for its instant highlights). Twitter said it’s open to working with multiple video players to enable one-click playback.

More Digital

  • Aaron Pedersen (as Jay) & Jada

    Screen Australia Leads Call for Evolution of Industry Funding

    Screen Australia, the country’s federal support body, says the screen entertainment industry needs to come up with new business models in response to changes in audience behavior and the disruptive impact on content financing that has come from streaming. Public support bodies must change their relationships with the industry too, Screen Australia CEO Graeme Mason [...]

  • A-ha!

    'A-ha: The Movie' on 'Take on Me' Band to Receive Worldwide Release (EXCLUSIVE)

    A feature documentary on Norwegian “Take On Me” singers A-ha will receive a worldwide release this November. “A-ha: The Movie,” distributed internationally by Esther van Messel’s First Hand Films, will be broadcast in theaters around the world on Nov. 26, with Germany’s Salzgeber releasing the film locally and First Hand Films handling the release in [...]

  • Vudu

    NBCUniversal in Talks to Buy Walmart's Vudu

    Comcast’s NBCUniversal is looking to add some Vudu into its streaming-video mix. The media conglomerate is in talks to buy Vudu, the Walmart-owned entertainment rental, download and free-streaming service, sources confirm to Variety. It’s unclear what the terms of the pact would be or the timing. News of NBCU’s interest in Vudu was first reported [...]

  • Tubi

    Fox in Talks to Acquire Free-Streaming Service Tubi for Over $500 Million (Report)

    Fox Corp. is in discussions about acquiring Tubi, the ad-supported free streaming service, in a deal worth more than $500 million, according to a Wall Street Journal report citing anonymous sources. With Tubi, Rupert Murdoch’s TV broadcasting and cable company would be adding a dedicated streaming component — offering over 20,000 older TV shows and [...]

  • Zombies 2 Disney Channel

    How Disney Channel's 'Zombies 2' Production Team Made Monsters Kid-Friendly

    Traditionally spooky creatures like zombies and werewolves get the Disney treatment in “Zombies 2,” the follow-up to the 2018 hit TV-movie musical of the same name. While the undead have now assimilated into the community of Seabrook, they’re confronted by a new set of outsiders: werewolves. Milo Manheim and Meg Donnelly return as Zed and [...]

  • Baby Yoda - The Child Animatronic

    Hasbro's Adorable Baby Yoda Animatronic Toy Is Already Sold Out on Disney's Online Store

    The Force remains strong for toys based on Baby Yoda, the breakout star of Disney Plus original series “The Mandalorian.” Less than a day after becoming available for pre-order, Hasbro’s new $59.99 Baby Yoda animatronic toy is no longer available on Disney’s official online store: As of Friday morning, Shop Disney listed it as “sold [...]

More From Our Brands

Access exclusive content