NBC News’ twice-daily Snapchat show, “Stay Tuned,” has attracted more than 29 million unique viewers since its launch on July 18. “Stay Tuned,” co-hosted by Savannah Sellers and Gadi Schwartz, is the first daily news program on Snapchat, and according to the social media platform, more than 40% of viewers tune in at least three days a week. Additionally, more than 60% of the “Stay Tuned” audience is under the age of 25; a demographic that news networks are having trouble connecting with.
The show’s debut came shortly after NBCUniversal invested $500 million in Snap, the parent company of Snapchat, as part of its initial public offering in March. Snapchat Discover is also home to several other NBC shows including offshoots for “The Voice,” “World of Dance,” “The Tonight Show Starring Jimmy Fallon,” and “Saturday Night Live.” In addition, NBC and BuzzFeed will team up once again to produce content for Snapchat Discover for the 2018 Olympic Winter Games in South Korea.
Ever since going public, Snapchat has had a hard time finding its footing. Its first two quarterly reports missed Wall Street expectations on both earnings and users growth, and its stock has tumbled about 50% from its post-IPO high. On top of that, Instagram Stories copies every feature the app adds while attracting more followers. The success of “Stay Tuned” won’t change Snapchat’s luck over night, but it definitely puts the company in a good place for the growing trend toward mobile, short-form content, and provides a small one-up on Instagram Stories.