NBC’s expanded content play with Snapchat a reach for younger viewers

By Jim O'Neill on Aug 09 2016 at 8:30 AM

Comcast’s NBCUniversal is hoping to engage Snapchat’s 100 million users with a slate of original episodic content for the messaging app, adding another layer to the original deal with Snapchat is signed in April to show highlights of the Rio Olympics, the first time NBC has allowed distribution of sports highlights outside its own platform.

The new multi-year content and advertising deal is aimed at the same demographic as its Olympics play, Millennials.

NBC will create additional content from The Voice reality show to create The Voice on Snapchat, debuting Aug. 22. Starting in September, E! News will debut a weekly series with original content for Snapchat, and other NBC staples, including The Tonight Show Starring Jimmy Fallon and Saturday Night Live will eventually make their way to Snapchat.

“This is going to be more of an original show production,” Ron Lamprecht, EVP of business development and digital distribution at NBCUniversal told the Wall Street Journal, adding that the new episodes will be created in vertical video format. “The idea that you’re going to take a horizontal piece of content, even if it’s great, and just crop it vertically isn’t going to work.”

Vertical content has grown more popular as smartphones have become nearly ubiquitous. From just a 5% share of mobile viewing in 2010, it made up 29% of mobile video viewing in 2015.

As it has with the Olympics, NBC likely will repurpose the Snapchat content to be used elsewhere.

The service will be ad supported, with NBC selling its own, and Snapchat’s, advertising packages, as it did with the Olympics, and sharing revenues. NBC said it plans sponsorship, mobile and video offerings, too.

Nielsen last year said Snapchat reaches more than 40% of Millennials. The company claims more than 10 billion video views a day, and contends the swipe-up rate for vertical ads is 5X higher than the average CTR for other platforms.

Stay tuned.                                                             

Follow me on Twitter @JimONeillMedia and on LinkedIn

READ THESE NEXT

Live Streaming, SVOD, AVOD
Live-linear OTT viewing to exceed traditional TV by 2020
Apr 20 2017 12:30 PM

Just in time for the annual NAB Show, a new report has surfaced with a forecast that’s sure to prompt an antacid surge among broadcast execs in Las Vegas next week: OTT viewership worldwide will outnumber traditional TV viewership before the end of the decade.

AVOD in US continues to see growth, but SVOD gains in popularity
Programmatic, Monetization, SVOD, AVOD
AVOD in US continues to see growth, but SVOD gains in popularity
Dec 12 2016 10:45 AM

Programmatic ad spending in the U.S. grew more than 105% in 2016, with advertisers spending $6.18 billion for digital video ads purchased programmatically, up from $3 billion in 2015, a number that is expected to grow to more than $10.65 billion in 2018.

Report: Is Viu on track for 10M users in SE Asia?
APAC, AVOD
Report: Is Viu on track for 10M users in SE Asia?
Dec 03 2016 11:00 PM

Viu, the ad-supported OTT service from telecom PCCW, may be on track to hit 10 million subscribers by the end of 2017.

The company last week reported it had hit the 4 million mark and announced it was deploying in the Philippines, a market with some 30 million potential OTT users.

The service, which launched about a year ago, also has deployed in Hong Kong, Singapore, Indonesia and Malaysia.

PCCW deploys Viu OTT service in Philippines
APAC, OTT, AVOD
PCCW deploys Viu OTT service in Philippines
Nov 29 2016 7:15 AM

Just more than a year after its launch, PCCW Media’s OTT video service, Viu, has rolled out in the Philippines.

The ad-supported service originally launched in Hong Kong in October 2015, and has since deployed in Singapore, Malaysia, Indonesia and India.