Aug 18, 2017

Scoop: NBC's daily Snapchat show posts monster numbers

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

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 1 p.m. ET: 1,237,420 — Total deaths: 67,260 — Total recoveries: 252,944Map.
  2. U.S.: Total confirmed cases as of 1 p.m. ET: 312,762 — Total deaths: 9.132 — Total recoveries: 15,044Map.
  3. Public health latest: CDC launches national trackers and recommends face coverings in public. Federal government will cover costs of COVID-19 treatment for uninsured. Surgeon general says this week will be "our Pearl Harbor, our 9/11 moment."
  4. 2020 latest: "We have no contingency plan," Trump said on the 2020 Republican National Convention. Biden says DNC may have to hold virtual convention.
  5. States updates: New York Gov. Andrew Cuomo said the state "literally going day-to-day" with supplies.
  6. Work update: Employees still going to work face temperature checks, distanced work stations, protective devices and mass absences.
  7. What should I do? Pets, moving and personal health. Answers about the virus from Axios expertsWhat to know about social distancingQ&A: Minimizing your coronavirus risk.
  8. Other resources: CDC on how to avoid the virus, what to do if you get it.

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Cuomo says New York is "literally going day-to-day with our supplies"

New York Gov. Andrew Cuomo said in a press conference on Sunday that New York is struggling to maintain medical supplies while combatting the novel coronavirus — operating "literally" on a "day-to-day" basis.

Why it matters: New York City has become an epicenter of the coronavirus outbreak, facing mass quarantines and stay-at-home orders. Cuomo said Saturday that New York reported 630 new deaths in 24 hours — an "all-time increase" that beat the previous day's record of 562 deaths.

Illinois governor: "The president does not understand the word 'federal'"

Illinois Gov. J.B. Pritzker said on CNN's "State of the Union" Sunday that President Trump's comments about the federal government's stockpile of medical equipment suggest he "does not understand the word 'federal.'"

Why it matters: White House adviser Jared Kushner argued at a press briefing last week that the "notion of the federal stockpile was it’s supposed to be our stockpile; it’s not supposed to be state stockpiles that they then use."