Twitter Inc stepped up its battle to entice video talent to its platform, saying it will permit U.S. users who upload a video to share in any advertising revenue it generates. Twitter, Facebook Inc, Snapchat and YouTube are all competing to keep or recruit top video talent as they seek to cash in on the wave of television-style advertising that has been moving to the internet.
Twitter already offers revenue sharing to media and entertainment companies such as CBS Corp and the National Football League which post videos through its Amplify Publisher Program. That choice will now be open to any Twitter user, Twitter said in a blog post. YouTube has long offered its video stars a cut of revenue. Facebook, for its part, has ramped up its live video product in recent months and paid a comparatively small number of media companies and celebrities to generate video.