It's no secret that Twitter has recognized the power of video. In 2012 they developed a partnership with Disney/ABC's ESPN to offer highlights and sports clips on the site. Earlier this year it announced a deal with The Weather Company to offer weather-related videos (ouch... AccuWeather!). Today according to a report from Bloomberg, the San Francisco-based company is close to reaching partnerships with television networks that would bring more high-quality video content and advertising to the social site. The deals (potentially with Viacom and NBCUniversal) are said to be for short clips, not full-length episodes, similar to the company's current partnerships. Frankly it makes sense that Twitter would continue to develop partnerships of this kind. Videos from Viacom properties i.e. The Daily Show, Colbert Report, MTV, etc. are some of the most shareable on the social network.
According to Bloomberg which first broke the story, the partnerships would let Twitter stream videos on its site and split the resulting ad revenue with the networks. Obviously the rapid rise of Netflix, Amazon Prime and the cable industries moves to the TV Everywhere concept and Hulu's future up in the air as its owners contemplate selling, the marketplace could be giving Twitter a good entry point that they can monetize.