Ahead of its Q1 balance call this week, Twitter told BuzzFeed News that it plans to stream live video ceaseless across its platform, making it easier for people to tune into what people are talking about.

There isn’t yet a set timeline for the rollout of its ‘ambient video’ programming; Twitter COO and CFO Anthony Noto told BuzzFeed News:

We will absolutely have 24/7 (video) content on Twitter. Our goal is to be a dependable place so that when you want to see what’s happening, you think of going to Twitter.

It’s an absorbing but not absolutely hasty move for the company, which began alive NFL games last September and garnered 3.5 actor unique viewers. However, it lost its chance to stream games over the 2017-18 season to Amazon.

The idea behind always-on video is that it’ll give Twitter many more affairs to sell admired 15- and 30-second unskippable video ads. That should help the aggregation monetize its belvedere more finer once the activity takes off, and also make good use of the tech basement that’s proven that it can abutment a large admirers for alive content.

To that end, Twitter is because hosting more sports content, including UFC advantage and sports highlights shows like .

It’s worth noting that Twitter’s 24/7 plans currently seem to focus only on US-based content; it’ll be absorbing to see if the affairs expands to board users from other countries where the account counts large audiences, including the UK, Canada, Australia, Brazil and Germany.

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