• by Wayne Friedman , November 10, 2021

ViacomCBS has inked a new long-term deal with Twitter.

The social-media platform will offer the media company’s premium digital content from its live events, as well as regular TV shows for all its brands.

In addition, Paramount+, ViacomCBS' new streaming platform, will host three Twitter Watch Parties, with a focus on major live events.

These programs could receive marketing support and brand sponsorship sales rights from Twitter's Amplify program, which links ViacomCBS' premium video with Twitter's paid reach and targeting.

ViacomCBS will also access a broad range of Twitter marketing features, from live video and real-time highlights to Twitter Moments.

The deal covers all global markets where Twitter and ViacomCBS operate. Financial terms were not disclosed.

Twitter and ViacomCBS recently teamed for the 2021 MTV Video Music Awards and "BET Awards." The VMA award show on September 15 pulled in $18.3 million in national TV advertising, garnering 262.1 million impressions, according to iSpot.tv.

Major advertisers included Descovy, Burger King, Toyota, Geico, Facebook, Pepsi, Clearblue, Dolby Laboratories, The CW, Doritos and AMC Theaters.