Twitter has reached a deal with Bloomberg to stream three of the media company’s daily news shows: “Bloomberg West,” “What'd You Miss?” and “With All Due Respect.”
The deal includes an advertising component similar to Twitter’s deal with the NFL, which means that Twitter and Bloomberg will share revenue on ad packages sold alongside the videos.
Twitter will show ads both in-stream during the broadcasts and also before highlights of the show that are shared on Twitter.
A Twitter spokesperson declined to comment on the deal terms of the revenue split, but a source familiar with the deal said it’s similar to the 70-30 split Twitter uses with similar pre-roll ad partners.
Twitter is aggressively pursuing digital streaming rights for all kinds of live content as part of a new business and growth strategy. On Monday, it announced a deal with CBS to stream both the Democratic and Republican National Conventions, and it already has a deal in place with the NFL to stream a handful of Thursday Night Football games later this fall.
Twitter is also in talks with the NBA and Major League Soccer for more sports content and recently streamed live coverage of Wimbledon.
The hope is that getting these streams, which Twitter couples with tweets about the event, might lure more people to the service. Twitter has more than 300 million monthly users, but that user base has grown very little over the past year. Broadcasting live events that people might usually watch on TV has been the company’s new strategy to jump-start growth.
Bloomberg, on the other hand, has a history of streaming its content on places beyond traditional TV as a way to try and boost viewership. Back in 2012, for example, Bloomberg was the first cable channel to stream on the now-defunct web TV service Aereo.
This article originally appeared on Recode.net.