Twitter and Apple are reportedly in talks to integrate Twitters app into Apple TV in order to share livestreamed NFL games, which Twitter has recently signed an exclusive deal for, with Apple TV owners.

According to the New York Times, the deal could potentially see millions of Apple TV watchers tune into American Football games via Twitters exclusive stream, providing Apple with access to this valuable content and dramatically boosting the viewing figures for Twitters live-streaming efforts.

Twitter secured the rights to 10 Thursday night games earlier this year in exchange for $10m (£7.76m), with plans for the NFL content to for the central pillar of its livestreaming efforts while it continues the search for additional exclusive premium content.

Livestreaming and other media hosting has become a growing focus for the company as it attempts to draw in new users and rejuvenate its lacklustre user growth from the past few years. The company also secured exclusive deals with this years Wimbledon Championship and the Democratic and Republican National Conventions.

Why Twitter would enter negotiations with Apple rather than simply releasing an Apple TV app through the normal channels is not yet clear. It may be attempting to secure preferential placement within the App Store, or even become a candidate for Apples rumoured TV Guide service.

Apple was one of the companies rumoured to be considering a bid for the NFL livestreaming rights when the contract was made available last year, but never officially submitted a bid.

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