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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.

Go deeper

Axios-Ipsos poll: People of color face more environmental threats

Expand chart
Data: Axios/Ipsos poll; Note: ±2.5% margin of error; Chart: Sara Wise/Axios

Americans of color are much less likely than white Americans to experience good air quality or tap water or enough trees or green space in their communities, and they're more likely to face noise pollution and litter, a new Axios-Ipsos poll finds.

The big picture: Our national survey shows Black and Hispanic Americans are more likely than their white counterparts to live near major highways or industrial or manufacturing plants — and to have dealt in the past year with water-boil notices or power outages lasting more than 24 hours.

15 hours ago - Health

FDA advisory panel recommends Pfizer boosters for those 65 and older

A healthcare worker prepares a dose of the Pfizer-BioNTech Covid-19 vaccine at the Key Biscayne Community Center on Aug. 24, 2021. Photo: Eva Marie Uzcategui/Bloomberg via Getty Images

A key Food and Drug Administration advisory panel on Friday overwhelmingly voted against recommending Pfizer vaccine booster shots for younger Americans, but unanimously recommended approving the third shots for individuals 65 and older, as well as those at high-risk of severe COVID-19.

Why it matters: While the votes are non-binding, and the FDA must still make a final decision, Friday's move pours cold water on the Biden administration's plan to begin administering boosters to most individuals who received the Pfizer vaccine later this month.

15 hours ago - World

France recalls ambassadors from U.S. and Australia over submarine deal

Secretary of State Antony Blinken (L), French Foreign Minister Jean-Yves Le Drian (C), and French ambassador to the U.S. Philippe Etienne. Photo: Nicholas Kamm/AFP via Getty Images

France has taken the extraordinary step of recalling its ambassadors to the U.S. and Australia after both countries blindsided their French allies with a new military pact and submarine contract, the French Foreign Ministry announced on Friday.

The backstory: While sealing an agreement with the U.S. and U.K. to acquire nuclear submarines, Australia ripped up an existing $90 billion submarine deal with France. That led senior French officials to accuse the U.S. of a "stab in the back."