Twitter Inc ( TWTR ) is planning for more live stream events after its success with NFL ads.

The social media company agreed to live stream 10 NFL games for free in April and it has already sold about 50% of its ad inventory for those games. This is much better than what it expected and has lead to talk of it hosting more streams for other live events.

Twitter’s other live events will include other sports and possibly political debates. The live streams from TWTR are being shown through Periscope and the company is close to sealing deals for other live events, reports Bloomberg.

“Video is becoming increasingly central to the real-time conversations happening on Twitter,” TWTR CEO Jack Dorsey told The Drum. “We’re investing heavily in videos and creators.”

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