Advances in Twitter live streaming pay off with huge engagement figures for Trump’s inauguration address. 

Throughout 2016 Twitter focused heavily on content partnerships with media owners. And unsurprisingly for a platform that lights up during political events or controversies, it’s biggest ever audience gathered to watch the 45thPresident of the United States claim his place in history.  The joint Twitter-PBS Newshour Inauguration Day live stream reached 6,824,000 million unique viewers. Concurrent viewers peaked at 377,000 !

Elsewhere, other publishers and broadcasters opted to use Twitter video to reach their audience. A significant validation of Twitter’s importance in online broadcasting came with Buzzfeed’s early choice to deliver its own commentary and reporting of the election via the social media site’s video product.  “Twitter is the heart of political conversation in America,” said BuzzFeed editor-in-chief Ben Smith, explaining why the site chose the social platform over Facebook or YouTube.


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