February 1, 2022
Snap has secured multiyear global content collaborations with Disney, NBCUniversal and ViacomCBS. The three corporations will not only continue bringing their current shows to Snapchat’s Discover feature, but also individually plan to expand offerings in the future. The deal sees programming from ESPN, Paramount+ and E! returning to the platform. Snap says more than 100 million monthly users watch entertainment content on the short-form Snapchat Discover. The mobile app, which turned 10 last year, reported 306 million daily active users worldwide as of September 30.
In other news, Snapchat has improved its AR shopping experience, with updates to the in-app Shopping Lenses as well as to the analytics provided to Snap’s brand and retail partners, TechCrunch reports. In September, Snap shared a neuroscience study indicating “AR offers significantly more immersion and engagement than traditional advertising,” resulting in better information recall as revealed through biometric feedback.
AR-immersed consumers “are ‘in the zone,’ and the experience is resonating with them on a fundamental level — to the point it can predict future behavior,” says Snap head of international marketing science Andy Pang. Meanwhile, VentureBeat reports that “70 percent of consumers who have visited a virtual store have made a purchase.”
In terms of the content deal renewals, Variety writes they “validate the position of Snapchat Discover as a powerful way for traditional media players to monetize hard-to-reach millennial and Gen Z audiences.”
As per Snap’s press release, the deals include:
Disney: In addition to ESPN and ABC News, additional brands are to be “added at a later time.” Renewals include “SportsCenter on Snap,” “Hoop Streams” and “Marvel Becoming.”
NBCUniversal: Stories expands to include new and existing content from NBC, Bravo, Peacock and other networks. New shows include “American Song Contest” and “This Is Us” along with additional syndicated material from “SNL Weekend Update” and CNBC’s “Make It” along with renewals of the Snap Originals “Stay Tuned” “E! The Rundown.”
ViacomCBS: Expanded Story feed content will include existing and new material from Paramount+, CBS, MTV, CMT, AwesomenessTV and VH1. “Dallas Cowboy Cheerleaders,” “Jersey Shore” and “Cribs” join renewals of “The Daily Show with Trevor Noah” and more.