Over 29m unique viewers watched NBC News’ daily show on Snapchat Discover.
Snapchat Discover allows publishers to create stories full of interactive content that users can engage with.
A host of huge publishers including The New York Times, VICE Media, CNN, ESPN and the BBC all create channels on the Discover section.
And according to new data, NBC News’ new daily video show Stay Tuned is seeing massive engagement from users of the photo-sharing platform.
Stay Tuned is anchored by NBC News and MSNBC correspondents Gadi Schwartz and Savannah Sellers, and publishes 2-3 minute segments every day featuring on-camera guests and field interviews.
And in less than a month, over 29m unique viewers have already watched Stay Tuned, NBC News revealed.
In addition to this, more than 60% of the Stay Tuned audience is under 25 years old, and more than 40% of daily viewers watch at least three days a week, having amassed over 1m subscribers just two and a half weeks from launching.
Nick Ascheim, SVP of NBC News Digital, said: “We had several goals heading into this project, including understanding a platform that will help to define mobile television, and reaching a younger audience that we would likely not reach on our more traditional digital and TV outlets. Stay Tuned has checked both of those of boxes.”
This success points to not only the viability of Snapchat as an advertising tool, but also the changing tides with regards to how younger generations are consuming digital content.
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