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In less than a month, over 29 million unique viewers have already watched "Stay Tuned," NBC News' daily Snapchat Discover show, Axios has learned.

Why it matters:

  • Millennials are actually watching news shows: Getting nearly 30 million young people to watch a hard news show is an enormous feat, given that millennials don't typically watch TV news show on cable. (The average cable news viewer is over 60 years old.)
  • Video news is going mobile: 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 "Stay Tuned," combined with the success of Snapchat's original political newscast "Good Luck America," demonstrate a major shift in how TV news will transition to mobile in the digital age.
  • Snapchat isn't just a place for Kardashian selfie videos: The success of "Stay Tuned" speaks to Snapchat's ability to successfully serve hard news content to its millennial audience, not just tabloid gossip and reality TV.
  • It's an example of NBC's digital investments paying off. The network hired a 30-person, standalone staff to produce the show to reach younger audiences, and it's working. It's part of its larger goal to expand its digital footprint and extend its reporting on more platforms. In June, NBC News launched "Left Field," a new digital video journalism unit following a site-wide redesign.

"We had several goals heading into this project, including understanding a platform that will help to define mobile television, and reaching a younger audience that we would likely not reach on our more traditional digital and TV outlets. Stay Tuned has checked both of those of boxes," said Nick Ascheim, SVP of NBC News Digital.

Audience breakdown:

  • More than 60% of the "Stay Tuned" audience is under 25 years old.
  • More than 40% of daily viewers watch at least three days a week.
  • The show amassed 1 million subscribers just two and a half weeks after launching, making it one of the fastest-growing shows on Snapchat.

About the show: "Stay Tuned" is anchored by NBC News and MSNBC correspondents, Gadi Schwartz and Savannah Sellers, are co-hosts for the show. The two host 2-3 minute segments daily that feature on-camera guests and field interviews. The episodes air at 7:00 a.m. and 4:00 p.m. Monday through Friday and at 2:00 p.m. on the weekends. A new graphics package for the show debuts today.

Disclosure: NBC is an investor in Axios.

Go deeper

2 hours ago - Politics & Policy

Scoop: Beto plans Texas comeback in governor's race

Former U.S. Rep. Beto O'Rourke speaks during the Georgetown to Austin March for Democracy rally on July 31, 2021 in Austin, Texas. (Photo by Brandon Bell/Getty Images)

Former Rep. Beto O’Rourke is preparing to run for governor of Texas in 2022, with an announcement expected later this year, Texas political operatives tell Axios.

Why it matters: O'Rourke's entry would give Democrats a high-profile candidate with a national fundraising network to challenge Republican Gov. Greg Abbott — and give O’Rourke, a former three-term congressman from El Paso and 2020 presidential candidate and voting rights activist, a path to a political comeback.

Texas doctor says he performed an abortion in violation of state law

Pro-choice protesters march down Congress Avenue and back to the Texas state capitol in Austin, Tx in July 2021. Photo: Erich Schlegel/Getty Images

A Texas doctor disclosed in an op-ed in the Washington Post Saturday that he has performed an abortion in violation of the state's restrictive new abortion law, which effectively bans the procedure after six weeks.

Why it matters: Alan Braid's op-ed is a direct disclosure that will very likely result in legal action, thereby setting it up as a potential test case for how the abortion ban will be litigated, notes the New York Times.

Mike Allen, author of AM
4 hours ago - Technology

Axios interview: Facebook to try for more transparency

Nick Clegg last year. Photo: Matthew Sobocinski/USA Today via Reuters

Nick Clegg, Facebook's vice president of global affairs, tells me the company will try to provide more data to outside researchers to scrutinize the health of activity on Facebook and Instagram, following The Wall Street Journal's brutal look at internal documents.

Driving the news: Clegg didn't say that in his public response to the series. So I called him to push for what Facebook will actually do differently given the new dangers raised by The Journal.