In the US this deal is effectively irrelevant because the host network of the TNF game already has digital streaming rights. e.g. if the game is on CBS, CBS is

In the US this deal is effectively irrelevant because the host network of the TNF game already has digital streaming rights. e.g. if the game is on CBS, CBS is also streaming it online, as they did last year. Twitter can also serve US customers the stream, but they're carrying CBS' stream, including all CBS ads, so they effectively are providing a free distribution network for the networks, presumably just to draw users to the service (though I fail to see how streaming video has anything to do with Twitter, every service is trying to be everything to everyone). Outside of the US is where this deal has real relevance, because the US networks often geo-restrict their feeds. Though again it will be carrying the US network feed and ads. Which is why Twitter "won" this bid with only $10M. It isn't really a big deal.