Twitter's deal with the NFL to livestream 10 live games this season marks a bullish move that finally screams "disruptive" from the floundering social network.
The size of opportunity for brands and advertisers to get in on the big game conversations in real-time is staggering, as Nielsen's research shows that 95% of sport is consumed in real-time rather than through catch-up or on-demand sources.
If the move is successful and generates an influx of advertising budgets as brands try to generate multiple "Oreo Superbowl" moments, it could be a lifeline for Twitter at a time when they're constantly left trailing behind the maneouvres of Facebook & Snap Inc and in danger of being labelled "the next Yahoo".
Twitter has long-needed a means of building its stagnant user base and previous attempts have been lacklustre and poorly-guided (Periscope, anyone?).
This deal with the NFL could be the key to bringing newer, younger users on board and simultaneously engaging a passionate fanbase with global reach, but the experience Twitter provides its users during these games needs to be flawless and unmatched by existing broadcasters.
It must bring viewers into the games and immerse them in the viewing experience whilst making this arena accessible for advertisers without diminishing the user experience.
If the experience is poor, you get the feeling that Twitter may be drinking in the last-chance saloon, and the glass is looking less like it's half-full by the minute...
Sports fans love to watch events live, as 95 percent of total sports program viewing happens in real time.