Tech: Ahead of Q2 earnings, Snapchat benefits from viewership growth (SNAP)

It's first original program, political news show “Good Luck America,” grew its total viewership for the second season to 29 million global viewers

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Snap’s original programs are drawing sizable audiences, Axios reports. It's first original program, political news show “Good Luck America,” grew its total viewership for the second season to 29 million global viewers, up 45% from its first season, with an average 5 million unique viewers per episode.

The bulk of viewership came from Snap’s coveted millennial demographic — more than 90% of the show's viewers were under 35, while nearly 75% were under 25.

Snap is also benefiting from strong viewership for content uniquely re-purposed for Snapchat —Vertical Networks’ "Phone Swap" averaged over 11 million global viewers in its first season, E!’s "The Rundown" now averages nearly 8 million viewers per episode, and Discovery’s "Shark Week" drew in 12 million viewers.

Below are several key takeaways to note in light of Snap’s latest viewership numbers:

• The viewership numbers may benefit Snap’s original content push.Relatively high viewership numbers may entice more production studios to create content for Snap. The figures for "Good Luck America" are likely especially attractive to traditional TV networks that struggle to capture younger audiences. This opportunity hasn’t been overlooked — NBC recently launched news show “Stay Tuned” on Snap in a bid to appeal to younger audiences on mobile.
• However, Snap’s viewership numbers cannot be directly compared to TV audiences.Snap measures a view as a video being opened, which is different from how Nielsen calculates its TV ratings. Nielsen’s system takes account of the average number of people who watch a show during the entire program. For example, an episode of The Big Bang Theory can average more than 12 million viewers over the course of an 18-22 minute episode, according to Fast Company.
• Nonetheless, metrics growth is a bright spot ahead of the company’s Q2 earnings.Slowing user growth will very likely be the focus of Snap’s upcoming second-ever earnings call. Although it’s not indicative of a growing user base, the company’s strong viewership could indicate Snap’s content push — and associated monetization capabilities from ad revenue — are on the right track.

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