Sign up for a daily newsletter defining what matters in business and markets

Stories

NBC launches daily news show on Snapchat

Beginning Wednesday, NBC News will produce a twice-daily news show exclusively for Snapchat's mobile content platform, Discover.

  • Roughly 30 people will produce the show, around the same size as a regular TV show team, and correspondents Gadi Schwartz and Savannah Sellers will be assigned to the show team, led by NBC's Director of Social Media strategy Andrew Springer.
  • NBCUniversal was the first major media partner to develop and produce Shows for Snapchat, and the first to receive and Emmy nomination for a Show on Snapchat with "The Voice."
  • Why it matters: This is the first time a daily TV news show will exist on Snapchat's platform, demonstrating a major shift in how TV news will transition to mobile in the digital age. Snapchat already hosts daily news content from The Washington Post and news content from others, and hosts its own original news series in Good Luck America, but this will be the first daily TV news show from a broadcaster on Discover.

Snapchat has been at the forefront of landing exclusive mobile content deals with TV networks, partially due to creating a unique mobile-first content strategy, and partially due to its penetration with a very engaged millennial audience. Nielsen data commissioned by Snapchat and provided exclusively to Axios shows that Snapchat provided a 16% increase in average monthly reach in Discover partners' TV audience, compared to a 5% decrease for the six months prior to the partnership.

About shows: Shows are mobile-first, full-screen, vertical videos that are 3-5 minutes in length and live within Snapchat's content platform, Discover. Currently, one new show debuts on Snapchat per day and by the end of the year, Snapchat anticipates that three new shows will be produced on its platform per day.