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Illustration: Rebecca Zisser/Axios

Snapchat is launching Snap Originals, its first full slate of roughly a dozen serialized original shows, including scripted series and docuseries. The new shows, produced by the creators of some of TV's biggest hits, were written and shot exclusively for the app.

Why it matters: The launch is a part of a larger push by Snapchat to get younger generations to watch TV-quality video daily on their phones — forming a new type of daily video habit outside of watching TV on the big screen.

The details: Snap Originals' shows will include drama, mystery, horror, comedy and more. In the coming months, Snap says it will release animation, romance and more young adult dramas. Shows are typically around five minutes in length.

  • Some shows are also leveraging technology features that are native to Snapchat, like augmented reality "lenses," to get users highly engaged.
  • Expect these shows to look and feel very different than other mobile video. The plot structure will focus on hooking users upfront, the production cues will move more quickly and there are a ton of split-screens and motion graphics.

The bigger picture: Snap isn't the only company trying to win the attention of younger audiences that are abandoning TV with mobile video. Instagram created IGTV, which will also include its own original programming. And Disney vet Jeffrey Katzenberg is creating NewTV to reach younger audiences on mobile.

Be smart: Snapchat has had a rough few months economically, and is facing extraordinary pressure to increase revenue. In a leaked memo last week, Snap founder Evan Spiegel says he is aiming for the company to be profitable in 2019.

  • In the spring, the company launched 6-second unskippable ads to better monetize some of its video content.
  • Still, some analysts and research firms, like eMarketer, have lowered their ad growth projections for Snap, which has made some investors bearish.

Our thought bubble: Where Snapchat has a clear advantage is that it knows how to create content that actually works within the framework of its app better than anyone. And, unlike its competitors, it has millions of users uploading video content to the platform daily, for it to observe for video engagement behavior. According to the platform, over 3 billion Snaps are created every day.

Go deeper

In photos: Long lines and fuel shortages amid Colonial Pipeline shutdown

A sign warns consumers on the avaliability of gasoline at a RaceTrac gas station in Smyrna, Georgia, on May 11. The average national price of gasoline has risen to $2.985 a gallon, Bloomberg notes. Photo: Elijah Nouvelage/AFP via Getty Images

Reports of fuel shortages across the U.S. emerged on Tuesday as the national average for gasoline prices soared to its highest level since 2014 amid a key fuel pipeline shut down, per Bloomberg.

What's happening: Operator Colonial Pipeline aims to have service restored by the week's end following last Friday's ransomware attack that shut down some 5,500 miles of pipeline from Texas to New Jersey. Florida Gov. Ron DeSantis (R) declared a state of emergency after panic-buying created a fuel shortage.

Reports: More than 100 Republicans threaten to form 3rd party over Trump

Former President Trump addressing the Conservative Political Action Conference in Orlando, Florida, in February. Photo: Joe Raedle/Getty Images

More than 100 Republicans will sign a letter Thursday threatening to create a third party if the GOP doesn't "break" with former President Trump, Reuters first reported.

Why it matters: Per Axios' Mike Allen and Jim VandeHei, Trump's grip on the GOP has gotten stronger since the Jan. 6 Capitol riot. The Republican Party's "allegiance to Trump" as he continues to make false claims about his 2020 election loss has "dismayed" the group, according to Reuters.

Updated 2 hours ago - World

In photos: Dozens dead as Israel and Hamas intensify aerial bombardments

People gather at the site of a collapsed building in the aftermath of Israeli air strikes on Gaza City on May 11. Photo: Mahmud Hams / AFP) (Photo by MAHMUD HAMS/AFP via Getty Images

At least 35 Palestinians and five Israelis have been killed as fighting between Israel's military and Hamas entered a third day, per Reuters.

The big picture: The worst aerial exchanges of fire between Israel and Hamas since 2014 come after escalating violence in Jerusalem that injured hundreds of Palestinians and several Israeli police officers during protests over the planned evictions of Palestinian families from their homes.