The New York Giant's tough loss to the Philadelphia Eagles on Thursday Night Football didn't do much to help the Giant's playoff hopes, and neither did they do much for Twitter (TWTR) - Get Report. The struggling social media company's 10-game streaming partnership with the National Football League ended with the game.
The game generated a mediocre 416,000 tweets, retweets and other activity on the social network, according to data from Nielsen released on Friday. It was a dull ending to a deal that was also sought-after by Facebook (FB) - Get Report , but ultimately secured by Twitter last March. Twitter agreed to pay $10 million to stream ten games and to sell some parts of the ad inventory exclusively.
Shares of Twitter were higher by 0.1% to $16.43 in mid-afternoon trading on Friday but are down about 29% for the year.
The New England Patriots' 27-0 victory against the Houston Texans on Sept. 22 saw the height of activity, generating 719,000 Twitter interactions. Behind that was the Dallas Cowboys Dec. 1 win against the Minnesota Vikings, which earned 589,000 user interactions.
Thursday's game, however, saw a modest uptick of activity relative to other games streamed recently on the site. The Dec. 8 game between the Oakland Raiders and the Kansas City Chiefs produced 393,000 interactions, while the Los Angeles Rams vs. the Seattle Seahawks match on Dec. 15 generated about 268,000 interactions.
Twitter may have seen a drop off in interactions as a result of lesser media hype for the live stream over time, said Mizuho analyst Neil Doshi.
"Media coverage and media press around Twitter and livestreaming has died down," Doshi explained. "My guess is some of those interactions have tapered off as a result."
Twitter most likely hoped to use the advertising opportunities generated by the NFL streaming deal as a means of up-selling and cross-selling advertisers on other ads across the site, Doshi added. The waning user interactions could potentially impact Twitter's ad dollars, he said.
Now that the ten games have passed, it's unclear what Twitter's next move will be with the NFL. Facebook, Alphabet's (GOOGL) - Get Report YouTube, Amazon (AMZN) - Get Report or Netflix (NFLX) - Get Report could all possibly poach Twitter's contract.
"I think they had a pretty good sweetheart deal on these games and my guess is that other companies may want to pay significantly more for the live streaming rights, or the NFL might come back and request for them to pay more for the rights," Doshi added. "So that could create some sort of uncertainty looking at next year."