Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Catch up on the day's biggest business stories
Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter
Stay on top of the latest market trends
Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.
Sports news worthy of your time
Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.
Tech news worthy of your time
Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.
Get the inside stories
Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Want a daily digest of the top Denver news?
Get a daily digest of the most important stories affecting your hometown with Axios Denver
Want a daily digest of the top Des Moines news?
Get a daily digest of the most important stories affecting your hometown with Axios Des Moines
Want a daily digest of the top Twin Cities news?
Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities
Want a daily digest of the top Tampa Bay news?
Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay
Want a daily digest of the top Charlotte news?
Get a daily digest of the most important stories affecting your hometown with Axios Charlotte
Illustration: Greg Ruben / Axios; Photo: Mark Lennihan / AP
Snapchat has launched over a dozen exclusive mobile partnerships this year, many of which are with TV networks, hoping to reach millennials who are cutting the cord. By comparison, Facebook and Twitter have been slow to win over publishers for exclusive video deals, focusing instead on pursuing live-streaming contracts, particularly in sports, and entertainment.
Why it matters: Snapchat can't stop Facebook from copying its features and eating its 'Stories' audience, so the self-proclaimed "camera company" is setting itself up to beat Facebook in the content game. Specifically, Snap is hoping to capture a piece of the roughly $70 billion U.S. TV ad market.
Why publishers like Snap: New Nielsen data commissioned by Snapchat and provided exclusively to Axios shows that Snapchat provided a 16% increase in average monthly reach in Discover partners' TV audience, compared to a 5% decrease for the six months prior to the partnership. Digital companies are finding similar success. The same study shows that Snap provided a 20% increase in average monthly desktop reach, and a 23% increase in their average monthly mobile reach for publishers on Discover. In some cases, Snapchat's younger reach means money. Per Mashable CEO Pete Cashmore:
Snapchat is our biggest revenue source on distributed platforms ... It's very profitable for us because it's a huge audience and it's an audience that we can't reach elsewhere.
What's next: Social platforms are becoming new homes for original content in shorter, digital-first formats. Grabyo media agency President Mike Kelley tells Axios, "Ad buyers see we have entered into a new era of content deals on social media platforms. They are competing for digital distribution rights through a combination of license fees, advertising or revenue share. The social platforms have become the new Comcast or DirectTV and are extending the 'golden age' of content for the foreseeable future."