Twitter announced multiple video content partnerships with a variety of news and entertainment outlets on Monday during its Digital NewFronts event. The list includes deals that will bring exclusive video content to the platform from Univision, Wall Street Journal, Time Magazine, NFL, Live Nation, MTV and others, giving way to making more premium video ad inventory available to advertisers. Why we should care Twitter has made video a central pillar of its revenue growth strategy. More than half of its ad revenue already comes from video. The partnerships span a range of original content. The Wall Street Journal is launching