Twitter is planning to offer users live video 24 hours a day, seven days a week on both its apps and desktop site.
In an interview with Buzzfeed, Twitter's CFO and COO Anthony Noto said the social networking site is planning to launch "24/7 video content" soon.
Noto said Twitter's current video content is helping to "drive up conversation volume" on the platform which is in turn helping the site short, unskippable adverts as currently seen on TV networks.
Noto hasn't revealed when the 24-hour live video will launch,"We’re working on many, many things," he said. "There’s a lot in the pipeline."
Twitter has already aired 800+ hours of live video in the first three months of 2017 and the platform is already autoplaying videos on its desktop site, while users have started to see live video playing in its Explore tab on apps.
"We think that is a great way to have the programming carried along with you during your day," Noto added. "Focus in on it when you hear something that’s of interest, but then maybe not be 100 per cent focused on it when it’s not of interest."