Twitter Inc. (TWTR
) is ramping up its competition in the ever-changing media landscape with the launch of live-streaming TV apps today. The free apps will be available for Apple TV, Amazon Fire TV and Microsoft’s Xbox One.
Analysts, firmly bearish on TWTR in recent months, have not reacted directly to the launch of the product, which is separate from Twitter’s mobile and desktop apps.
Twitter’s TV apps allow consumers to watch live-streaming video and curated content such as Vine clips and Periscope broadcasts. Only photos, videos and content curated by Twitter will be available, so the user experience will not resemble Twitter’s own open feed.
In what will likely be its biggest draw, Twitter’s TV apps will stream major sports events like NFL’s Thursday Night Football, a result of $10 million deal. Content from NBA, NHL and MLB as well as content from major news outlets like Bloomberg News are also included.
Twitter’s move targets a wider audience in an effort to shore-up its waning customer base. Analysts are citing Twitter’s social media competition like Snapchat as a challenge for the company, however they note Twitter’s well established position as giving it an edge.
Of the three firms that reported ratings on TWTR in the past 30 days, none were positive. SunTrust maintained a “neutral” rating with an $18 price target, Axiom Capital maintained a “hold” rating with a price target of $18.20 and Evercore ISI downgraded to “sell” from “hold” while reducing its price target to $17 from $18.
The median price target of $16 represents a 12 percent downside.
“TWTR strapped to a large data and infrastructure stack could be very exciting,” Evercore ISI said in an Aug. 18 note. “However, as broadcasting capabilities permeate competing social platforms … we see more risk than reward.”