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.