Twitter Inc. (TWTR.N) is expanding its video presence in Canada, announcing Thursday that the social media platform has struck partnerships with a number of publishers and broadcasters including Corus Entertainment Inc. and Tennis Canada.

The move highlights the San Francisco-based company’s focus on video as an area to grow its advertising business.

Among the eight new video partnerships, Twitter said one of Corus’ television brands, Entertainment Tonight Canada, is launching an exclusive Twitter show called #TrendingTonight, while Food Network Canada will bring a cooking program called #OneDirtyDish to the platform.

While Bell Media’s iHeartRadio Much Music Video Awards pre-show was live streamed on Twitter last year, the awards program itself will also be available through Much and CTV’s official accounts for the first time.

Canadian audiences will also have access to behind-the-scenes video clips from Rogers Cup tennis events in Toronto and Montreal, as well as video content from Formula 1 and Major League Baseball, which were previously announced for the U.S.

Kay Madati, global vice president and head of content partnerships at Twitter, said that finding ways to complement traditional media platforms has been key to the company’s video strategy. 

“That’s our opportunity and our challenge. I think the way people are consuming content in general is now different in this multiplatform world. That you can move from a television screen to a phone, requires a different kind of programming skillset,” Madati said in an interview with BNN Bloomberg’s Jon Erlichman.

“When we structure our partnerships and deals we look to find complementary … ways to make the whole experience feel a little bit more robust.”

The expansion of Twitter’s video offerings with Canadian publishers builds on previous partnerships, including CBC’s The National, TVO’s The Agenda and Ontario’s provincial election debates with various media partners.

Twitter has 336 million users around the world and more than 15 million Canadians use the service monthly, the company said. About 44 per cent of Twitter’s Canadian users say they check in on the social media site multiple times a day.