Twitter Inc (NYSE:TWTR) wasn't viewed by many as being the leader in the social media space in terms of ability to monetize content, time spent on the platform, and total user growth.

Investors are now asking a new question that could change the narrative: can a notable expansion in video and live content help the company regain ad dollars and/or help user growth?

According to Cantor Fitzgerald's Kip Paulson, Twitter's announcement of 14 new or expanded content deals will add hundreds of hours worth of exclusive content to the platform. The analyst believes that while the new content will offset part of the losses from losing an NFL deal to broadcast Thursday night games, it's too early in the game to become bullish.

Specifically, the analyst argued it's not yet appropriate to turn positive on Twitter's new live-streaming strategy, especially given its "sluggish" monthly active user growth and declines in its traditional promoted Tweets.

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