Snap keeps building toward its vision of Snapchat becoming the TV habit for the mobile generation. The company is launching “BTW,” BuzzFeed’s first original show for Snapchat, pro…
Snapchat now has more than 80 original shows, and it has found that the daily format has performed particularly well, said Sean Mills, Snap’s head of original content and senior director of content programming. For example, NBC’s “Stay Tuned” news program for Snapchat pulls in an average of 30 million viewers each month, with one-third of them tuning in at least five days a week, according to Mills.
to oversee all video programming. “BTW” will lean into “stories that are of the culture,” she said. “We think platform-first to make sure we’re speaking to how the audience consumes content.” As with other Snapchat Shows, Snap will share a cut of ad revenue from “BTW” with BuzzFeed. Snapchat Shows include ads of to 6 seconds that are unskippable. At launch, Snapchat users watching “BTW” can swipe up and get to the Show’s profile page where they can see past episodes, subscribe and turn on notifications for when a new episode airs.
Regarding the midsummer launch for BuzzFeed’s “BTW,” Mills said Snap doesn’t really see seasonality in viewing patterns the way the television biz historically has. “When they go on vacation, people bring their phones,” he said.
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