One-Screen Experience: Twitter To Live Stream Presidential Debates, While Competitors Lower Viewership Guidance

Twitter Inc TWTR struck a partnership with Bloomberg Media to stream a live broadcast of the 2016 U.S. Presidential and Vice Presidential debates on Twitter's platform.

Twitter and Bloomberg joined forces back in July to stream several Bloomberg Television programs. The social media company likely fine-tuned its online streaming capabilities after its streaming debut of NFL matches was widely accepted by fans.

Related Link:Twitter's NFL Streaming Debut Draws Positive Social Media Reviews

One-Screen Experience

"Twitter is where the 2016 presidential election is happening every single day," said Anthony Noto, Twitter's chief financial officer. "Livestreaming the debates with Bloomberg combined with the live commentary and conversation on Twitter will create a one-screen experience at the center of the action unlike any other."

The streams will be available to all Twitter users across the world at debates.twitter.com. The first event will see Donald Trump debate Hillary Clinton on Monday, September 26.

Changing Industry

Twitter's announcement that it will stream the debates comes at a time when traditional media sources are cautioning investors that its prior expectation for political related revenue is too high.

Sinclair Broadcast Group Inc SBGI revised its Q3 outlook lower on Tuesday and cited the presidential race. The company now expects Q3 revenue to be in a range of $637 million to $638 million, lower than the company's prior outlook of $649.2 million to $663.2 million.

Chris Ripley, Sinclair's Chief Financial Officer, said that political related revenue is the "most difficult part" to estimate as advertising time is purchased with just a few days notice prior to the ads being aired. The executive added that it has "yet to see significant spending, even at the levels we initially anticipated."

Similarly, Gray Television, Inc. GTN said on Tuesday it's forced to withdraw its prior guidance for net political advertising revenue for Q3.

Gray Television said it has been receiving political advertising orders "later than usual." The company added that Trump campaign's "future spending is currently impossible to predict."

Gray Television also noted that if circumstances permit, it will provide an update.