Since bursting onto the scene in 2011, Snapchat has grown to be one of Silicon Valley’s most significant digital platforms.
Less than a week later, Snapchat hit back with the announcement of a new content and advertising partnership with NBCUniversal.
Original, mini versions of popular NBC shows including The Voice, Saturday Night Live and The Tonight Show Starring Jimmy Fallon will be created exclusively for Snapchat. The first mini-show, The Voice on Snapchat, debuted on the 22nd of August, and viewers could audition for the five-part series by submitting a video of them singing to voicesnaps.com.
It’s not the first time Snapchat and NBC have worked together to bring television to mobile; the two companies paired up in the summer to bring the Rio 2016 Olympics to over 50 million millennials.
50% of video is consumed on mobile and 87% of consumers use more than one device while watching TV. Accenture found that globally, smartphones are the most frequent ‘companion device’ for watching TV, scoring 57% overall.
Snapchat—now Snap Inc.—is taking considerable steps to feel less like social media and more like TV; it recently partnered with Sony Pictures Entertainment for a 360-video trailer of Don’t Breathe.
In January this year, the BBC reported that 60% of young people watch TV via a smartphone, tablet or laptop.
Vice, MTV and a string of around 20 media companies create daily content for their Snapchat Discover channels.
Snap Inc. hopes to become the ‘de facto news outlet’ for millennials, and plans to fill its app service with a slate of original video content, including breaking news, entertainment and reality shows.
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of young people watch TV via a smartphone, tablet or laptop
10 billion videos are watched on Snapchat every day.