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That's why it was important for it to find World Cup partnerships in other big markets like Brazil, Mexico and the UK. Twitter has realized that it is the perfect medium for live events, and that's why it's investing so heavily in the World Cup. The company's bread and butter has always been live reactions to breaking news. It's space that Facebook or Snapchat simply can't compete in. And Twitter is leaning into that role hard, in hopes of becoming the place to watch whatever live event sparks your interest -- whether that's the World Cup, an awards show or the news.

What Twitter hopes to accomplish, eventually, is that you use its app as more than just a second-screen experience. And even though during the Russia World Cup you'll only be able to watch highlights and a daily show, don't be surprised if Twitter is competing for the full video rights to future FIFA tournaments down the road. Because it's obvious that it wants to be the primary source of news and video for its users, along with offering them a platform where they can tweet their feelings away about how good or bad their favorite team is.

Although Snapchat will have some World Cup content to compete for attention in the US, the fact that Twitter managed to work with Fox Sports to create a daily show from Russia gives it an edge over its social media rivals. FIFA, soccer's governing body, is very protective over its intellectual property, so Twitter having access to those licenses will make sure its users can get an endless amount of highlights, GIFs and other video clips from Russia in real time. The odd company out is Facebook, which is surprising considering that it is investing a billion dollars in video.

A Facebook spokesperson said that while the company doesn't have a paid partnership with Fox Sports or Telemundo the Spanish rights holder in the US, it still expects both networks to publish some content on its site -- though it likely won't compare to Twitter's.


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Sources familiar with the negotiations tell Engadget that Facebook tried to get involved but ultimately lost to Twitter and, to a lesser degree, Snapchat. Last year, it was reported that all of these social-media giants were offering "tens of millions" of dollars to Fox for exclusive access, and clearly Facebook fell short. Alex Josephson, Twitter's director of global brand strategy, said that the World Cup presents a great opportunity for the company because of the unique levels of user engagement.

He claims that while other social-media sites will see a 1 to 2 percent decline in user visits and time spent during major live broadcasts, Twitter actually sees a 4 percent increase, whether it's a sports game or an awards show. Josephson attributes these results to Twitter being about "what's happening now. If something is happening and it's resonating across the world in real time," he said, "that's really where our platform is at its best.

The World Cup is Twitter’s next chance at video dominance

Of course, part of Twitter's charm are the viral moments and memes that can spread like wildfire. And Twitter is leaning into that role hard, in hopes of becoming the place to watch whatever live event sparks your interest -- whether that's the World Cup, an awards show or the news. What Twitter hopes to accomplish, eventually, is that you use its app as more than just a second-screen experience. And even though during the Russia World Cup you'll only be able to watch highlights and a daily show, don't be surprised if Twitter is competing for the full video rights to future FIFA tournaments down the road.

Because it's obvious that it wants to be the primary source of news and video for its users, along with offering them a platform where they can tweet their feelings away about how good or bad their favorite team is.

Although Snapchat will have some World Cup content to compete for attention in the US, the fact that Twitter managed to work with Fox Sports to create a daily show from Russia gives it an edge over its social media rivals. FIFA, soccer's governing body, is very protective over its intellectual property, so Twitter having access to those licenses will make sure its users can get an endless amount of highlights, GIFs and other video clips from Russia in real time.

David Fincher's disturbed 'Love, Death and Robots' premieres March 15th

The odd company out is Facebook, which is surprising considering that it is investing a billion dollars in video. A Facebook spokesperson said that while the company doesn't have a paid partnership with Fox Sports or Telemundo the Spanish rights holder in the US, it still expects both networks to publish some content on its site -- though it likely won't compare to Twitter's.

Sources familiar with the negotiations tell Engadget that Facebook tried to get involved but ultimately lost to Twitter and, to a lesser degree, Snapchat. Last year, it was reported that all of these social-media giants were offering "tens of millions" of dollars to Fox for exclusive access, and clearly Facebook fell short.

Alex Josephson, Twitter's director of global brand strategy, said that the World Cup presents a great opportunity for the company because of the unique levels of user engagement. He claims that while other social-media sites will see a 1 to 2 percent decline in user visits and time spent during major live broadcasts, Twitter actually sees a 4 percent increase, whether it's a sports game or an awards show. Josephson attributes these results to Twitter being about "what's happening now. If something is happening and it's resonating across the world in real time," he said, "that's really where our platform is at its best.

Of course, part of Twitter's charm are the viral moments and memes that can spread like wildfire. That, along with people's real-time reaction to events, is what makes Twitter different from its rivals, Josephson said. Users know that they can always go to Twitter to see what their friends or strangers are thinking about funny or controversial moments from games.

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Or when Germany beat Brazil , a scoreline that was unexpected and generated more than 35 million tweets. Moments like that are, naturally, unpredictable.

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