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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

Caitlin Owens, author of Vitals
23 mins ago - Health

Special report: America's biggest hospitals vs. their patients

Expand chart
Data: JHU; Chart: Will Chase/Axios

More than a quarter of the 100 U.S. hospitals with the highest revenue sued patients over unpaid medical bills between 2018 and mid-2020, according to new research by Johns Hopkins University provided exclusively to Axios.

Why it matters: The report suggests that, rather than being an anomaly, patient lawsuits are relatively common across the country and among the largest providers.

23 mins ago - Technology
Column / Tech Agenda

The next big social network: Nextdoor

Illustration: Aïda Amer/Axios

Nextdoor, the neighborhood social network, has seen explosive growth over the past two years as homebound users became more fixated on what was happening on a hyper-local level.

Why it matters: Such rapid growth comes with challenges. What was once a niche social network is now so popular that it's grappling with some of the same thorny problems plaguing Facebook and Twitter, such as content moderation.

Updated 3 hours ago - World

American men plead guilty to helping former Nissan chair escape Japan

Carlos Ghosn, former Nissan chair, during a news conference in Jounieh, Lebanon, last September. Photo: Hasan Shaaban/Bloomberg via Getty Images

Americans Michael Taylor and Peter Taylor pleaded guilty in a Tokyo court Monday to helping former Nissan chair Carlos Ghosn escape Japan in a box aboard a plane in 2019, per the Wall Street Journal.

The big picture: Ghosn was awaiting trial in Tokyo on financial misconduct charges following his 2018 arrest when he fled to Lebanon. He denies any wrongdoing.