Video content on Twitter has doubled in the last 1 year.

In a move designed to attract online viewerships, and gain advertising revenues, Walt Disney Co stated it will create news, live sports and entertainment programming specifically for Twitter Inc’s social network.

Disney’s peers, including MSNBC, NBC, and Viacom Inc’s Comedy Central, BET and MTV and others also are developing programming for Twitter.

On Monday, Twitter announced more than 30 deals for original programming and live content for its social network.

Significantly, Disney stated it ESPN network plans a Twitter version of its flagship “SportsCenter” TV show which will feature breaking news and analysis.

Twitter also stated it will live stream ESPN’s “Fantasy Focus Live” podcast.

These deals marks a further retreat from legacy television viewerhips with audiences preferring to go online for streaming video offerings.

Video views on Twitter have doubled in the last 1 year, said twitter

With the news reaching the market, Twitter’s shares jumped by 4.5% to $30.31. Disney’s shares also rose by 1.1% to $100.33 following the record-setting debut of the movie “Avengers: Infinity War.”