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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

Updated 1 hour ago - Sports

In photos: Tokyo Olympics day 6 highlights

An underwater view of swimmers including Team USA's Caeleb Dressel (R) in the final of the Olympic Tokyo Games men's 100m freestyle on July 29. Photo: François-Xavier Marit/AFP via Getty Images

There's been plenty of Olympics drama on day six of the Tokyo Games Thursday — notably China's women's swimming team beating the U.S. and Australia in the record-setting 4x200-meter freestyle relay.

The big picture: Katie Ledecky helped the U.S. win silver, which also beat the previous world record smashed by China's team. Team USA grabbed two more swimming gold medals, when Caeleb Dressel won the men's 100m freestyle and Bobby Finke triumphed in the first men's Olympic 800m freestyle.

Updated 2 hours ago - Sports

Olympics dashboard

Team USA's Simone Biles during the women's team final on day four of the Tokyo 2020 Olympic Games at Ariake Gymnastics Centre on Tuesday in Japan. Photo: Fred Lee/Getty Images

🤸🏾‍♀️: Simone Biles reacts to "love and support" after withdrawing from all-around gymnastics and team finals, citing her mental health

🏊‍♂️: Caeleb Dressel wins gold in men's 100m freestyle —Bobby Finke wins gold in first men's Olympic 800m freestyle

📷: In photos: Tokyo Olympics day 6 highlights

🗓: The Olympic events to watch today

🎾: "This one sucks more than the others," Naomi Osaka says on upset loss

🏃‍: Female Olympians push back against double standard in uniforms

Go deeper: Full Axios coverage - Medal tracker

Updated 4 hours ago - Sports

China wins Olympic gold in women's 4x200m freestyle relay, sets world record

Junxuan Yang, Muhan Tang, Yufei Zhang and Bingjie Li of Team China react after winning the gold medal in the women's 4 x 200m freestyle relay final. Photo: Al Bello/Getty Images

China grabbed Olympic gold in the women's 4x200m freestyle relay, in a surprise record win in Tokyo Thursday.

The big picture: Katie Ledecky made up time as Team USA's final swimmer to help the U.S. take silver. Australia, which was the heavy favorite, won the bronze. All three teams finished ahead of the previous world record pace.