1. Exclusive: Snap's first original series grew 45% in its second season
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 GLA 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.
How other programs are doing: Several 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 what some call a standoffish, secretive approach and start telling the Snapchat story with more punch and imagination.
Looking forward: Snap reports earnings on Thursday.
Read more on this in the Axios Stream.