Aug 8, 2017

Exclusive: Snap's first original series grew 45% in 2 seasons

Rebecca Zisser / Axios

In its second season, Snapchat's first original program, "Good Luck America," averaged over 5 million unique viewers per episode, Axios has learned. The season totaled 29 million total unique viewers globally, 45% more than the prior season. Almost 75% of those viewers are under the age of 25, and over 90% are under age 35.

Why it matters: This is the first time Snapchat has released an episode average for a completed season of its own content. Of course, Snapchat uses its own measurement techniques that are different from television ratings (they measure a view as a video being opened), so a direct comparison cannot be made to TV, but the success of "Good Luck America" as well as the launch of a daily news program on the app, demonstrate a major shift in how TV news will transition to mobile in the digital age.

Other TV network shows are also seeing high performance on Discover:

In its first season, Vertical Networks' Phone Swap averaged 11.4 million viewers per episode globally.Recent episodes of E!'s The Rundown are now averaging close to 8 million viewers per episode, with the largest reaching well over 10 million unique viewers.On its second earnings calls, Discovery said 12 million viewers watched Shark Week on Snapchat Discover.Be smart: Snap CEO Spiegel is under tremendous pressure internally and externally to drop the standoffish, secretive approach and start telling the Snapchat story with more punch and imagination. Times are changing: "Historically, I would've said something along the lines of 'you're kidding me' for a view only being a few seconds," says Steve Passwaiter, VP at Kantar Media. "But the fact that TV networks are starting to sell 6-second spots shows how much things are changing." (Fox will premier its first 6-second ad at the Teen Choice Awards this Sunday.)

The caveat: Snapchat will host its second-ever earnings call to investors Thursday, and its ability to monetize its success on Discover should be an important point. Earlier this week Snapchat unveiled an ad tech update that will cater to large brand advertisers, ones potentially looking to run TV-like ad campaigns against video content on Snapchat. While reports have surfaced that some boutique, influencer advertisers prefer to run with Instagram over Snapchat, big-brand advertising agencies, like WPP, have reiterated their commitment to increasing ad investment in Snapchat this year.

Investors will also look to see how much Snapchat will increase its ARPU (average revenue per user), which had been increasing steadily up until last quarter, despite slowed user growth caused mostly by Instagram copying its Stories feature.

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Mass shooting in Milwaukee: What we know

Milwaukee Mayor Tom Barrett in 2012. Photo: John Gress/Corbis via Getty Images

Six people died in a shooting at the Molson Coors Brewing Company in Milwaukee on Wednesday, including the gunman, Mayor Tom Barrett told reporters at a Wednesday evening press conference with local police.

Details: All of the victims worked at the brewery complex, as did the shooter who died of "an apparent self-inflicted gunshot wound," police confirmed in a statement late Wednesday.

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Coronavirus updates: South Korea case count tops 2,000

Data: The Center for Systems Science and Engineering at Johns Hopkins, the CDC, and China's Health Ministry. Note: China numbers are for the mainland only and U.S. numbers include repatriated citizens.

33 people in California have tested positive for the coronavirus, and health officials are monitoring 8,400 people who have recently returned from "points of concern," Gov. Gavin Newsom said Thursday.

The big picture: COVID-19 has killed more than 2,850 people and infected over 83,000 others in some 50 countries and territories. The novel coronavirus is now affecting every continent but Antarctica, and the WHO said Wednesday the number of new cases reported outside China has exceeded those inside the country for the first time.

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Syria's darkest chapter

Family room without a family, in Idlib. Photo: Muhammed Said/Anadolu Agency via Getty Images

The worst humanitarian crisis of Syria’s brutal civil war is colliding today with what could be the war’s most dangerous geopolitical showdown, after at least 29 Turkish troops were killed in an airstrike.

The big picture: The fighting is taking place in Idlib in northwest Syria, where a ferocious Syrian and Russian offensive has displaced 1 million civilians and infuriated Turkey, which borders the region.

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