Twitter has secured the rights to livestream 10 Thursday Night Football NFL games this season. The games will be streamed online for free on Twitter, in addition to traditional showings on NBC, CBS and the NFL Network, the NFL said in a statement Tuesday.

The deal is a huge win for the struggling social media company, which has failed to catch on outside of relatively small, niche-oriented user bases. Twitter has positioned itself as a valuable complement to live activities, including watching television, and streaming NFL games would be a way to expand its primary usefulness to viewers as a place to talk about events happening in real time to a huge audience of football fans who previously didn't have a compelling enough reason to visit.

The deal will in turn give the NFL an online home for easily accessible livestreaming as it expands from traditional TV broadcasts to reach new users and cord-cutters.

Did Super Bowl 50 break ratings records?

The NFL has allowed individual games to be streamed in the past, but this is its first season-long free streaming deal, per Bloomberg.

Watch the hosts of Thursday Night Football discuss which stadium has the best food: