Hgtv-snapchat

Media Companies Join Forces With Snap TV

by Paige Albiniak  |  05.04.2017

Media companies – including NBC Universal, Turner, Discovery, ESPN, Vice Media, the NFL and Scripps Networks Interactive—are flocking to Snap TV to produce mini TV series, according to The Wall Street Journal and other outlets.

Scripps is the latest to join the Snapchat party, announcing Thursday that it would be creating new shows from its HGTV and Food Networks that would air exclusively on the platform. The idea is to attract millennials where they live and then drive them to linear networks, says Adweek. Scripps’ Food Network has been working with Snap since 2015.

“Snapchat’s distinctive mobile platform provides an ideal environment for us to touch millennials and centennials who may not yet be hooked on our premium offerings,” said Henry

Ahn, Scripps Networks’ president of content distribution and marketing, in a statement. “We’re finding more and more new fans among the hard-to-reach mobile natives.”

To that end, this week Scripps also joined Hulu’s live TV effort, which launched in beta this week, and it acquired digital food media company Spoon University.

Snap TV shows will be available to Snapchat subscribers in the platform’s “Stories” section. The service plans to have two to three episodes of original programming available each day by the end of this year, says the WSJ.

Snap, which went public this year and is valued at $25 billion, hopes to use the partnerships to bolster its revenue picture. Currently, nearly 160 million people subscribe to the platform and spend an average of almost 30 minutes a day in the app. But they don’t pay for the service or the content, so it’s important for Snap to continue to work toward

monetizing those engaged subscribers.

According to the Journal, partner companies who sell their own advertising can keep 70 percent of that revenue. If Snap sells the ad, it splits the revenue evenly with the relevant

content partner.

Snap already offers some original series programming. This year, it ran a promotion with NBC’s The Voice in which fans could send in 10-second auditions of themselves with the

opportunity to appear on the show.

READ MORE: The Wall Street Journal, Ars Technica, Adweek

[Image of HGTV’s Property Brothers courtesy of Adweek]

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