People already know that Twitter is the place to go to comment on shows live as they air (and spoil shows for people not watching), so the microblogging site has taken steps to analyze the activity of its users and how other companies can use that data. In its latest move, Twitter has purchased analytics firm Trendrr to get a better idea of user activity.
Trendrr founder Mark Ghuneim confirmed the purchase with a blog post today. As CNET notes, the company assists media companies in understanding how people use social media during specific programs.
The five-year-old company will fulfill current contacts, but will not renew them. For example, TheWrap reports that the company previously worked with Facebook, but it will not renew the partnership with Twitter’s biggest competitor.
“Having sat at this intersection of TV and social media for years, we’ve analyzed data from lots of platforms,” Ghuneim wrote. “What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.”
Twitter has been busy lately as it hires companies to analyze how users tweet. In February, the company purchased Bluefin Labs. In December, it teamed up with Nielsen to develop social TV ratings.