Snapchat has a captive base of over 100 million daily active users. What originally started as a social networking application has been in the making of a mobile TV platform over the past year.
Most of the application users are under 30 tempting the likes of NFL, Turner, A+E Networks and Discovery Networks and other traditional programmers to either produce or develop shows for Snapchat.
However, the first big entertainment studio creating original content for Snapchat is MGM Television.
The Mark Burnett-led producer of shows such as Survivor, Fargo, Shark Tank and Hulu’s upcoming The Handmaid’s Tale, will develop and produce shows for the social network’s Discover platform.
Discover also has featured shows like Saturday Night Live and early seasons of The Voice from NBC, College Game Day from ESPN, Watch Party: The Bachelor from ABC and Planet Earth II from BBC.
With Snapchat broadening its horizons including television like no one else from this space, Barry Poznick, the president of unscripted TV at MGM says that they are excited to create content for their vast and hard to reach audience that consumes entertainment in a very specific fashion.
TV networks in the hunt for younger audiences who aren’t paly with the television set but conversely spend a considerable amount of time consuming Snapchat content, are tapping into its massive popularity. The politically-themed Good Luck America can be called a successful experiment. It is getting renewed which reflects that it has been doing considerable ad revenue increment for Snapchat.