Twitter is adding to its growing lineup of live streams with Cheddar, a web-focused business news network aimed at millennials.
After netting deals with Major League Baseball, the National Basketball Association, the National Football League and Bloomberg, Twitter continues its push for live video with the Cheddar partnership.
The fight for live viewers has been the latest turf war among social networks, with Twitter amassing its network while pushing its Periscope platform, as Facebook takes advantage of its massive user base and promotes live videos among media publishers.
Cheddar, which already broadcasts live on Facebook, will exclusively air its "Closing Bell" coverage on Twitter from 3 to 4 p.m. Eastern, while its "Opening Bell" markets coverage will continue to air daily from 9 to 10:30 a.m. Eastern on its social platforms. The website broadcasts daily from the floor of the New York Stock Exchange, the NASDAQ Marketsite and the Flatiron Building.
Jon Steinberg, who created Cheddar after serving as BuzzFeed's president, said the partnership would help the website reach the massive "Finance Twitter" network of followers.
"We are thrilled and proud to make it the exclusive free-to-access platform for our new hour of closing bell coverage," Steinberg said in a statement. The "Closing Bell" show is expected to give an analysis of the day's business news.
The exclusive stream is scheduled to debut in October, Brian Poliakoff, a Twitter spokesman said. Twitter has hopes to create a streaming platform in topics where it is already home for live discussions, including sports, news and politics.
"The great thing about Twitter is we've always been live. We've always had live connection, live commentary and live conversations. There's nothing more live than a stock market," Anthony Noto, Twitter's chief financial officer said during his appearance on Cheddar's Monday morning stream.