Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Snapchat and A+E ink global partnership as messaging app doubles down on original programming

Snapchat and A+E ink global partnership as messaging app doubles down on original programming

Snapchat has secured a global deal with A+E Networks to produce original programming for the messaging app’s Discover platform, which will create the first unscripted show for the app.

The entertainment giant’s digital storytelling arm, 45th and Dean, will develop Snapchat ‘Shows’ which will involve talent and brands from across its networks and franchises, along with new concepts.

The deal adds to a growing number of collaborations with networks to offer Shows as part of its content lineup on Discover, although the contract Snapchat has inked with A+E Networks is a little different. It will see the network create the first unscripted show for Snapchat – a series called Second Chance - which will premiere on the platform in April. The videos will bring together real-life exes to explore the breaking point in their relationship and help them “discover opportunities for reconciliation,” according to the TV company.

The series will feature eight weekly episodes, available to Snapchatters in the US, UK, Canada and Australia.

“A+E’s investment in mobile storytelling is exactly what Snapchat Shows are all about, the ability to create premium and wholly original content for a mobile-first audience from some of the best storytellers in the world,” said Nick Bell, Snap’s vice-president of content. “We are excited to break new ground with A+E Networks on our first unscripted series, with a concept that we think is raw and relatable.”

Snapchat already has content deals with the likes of Viacom and NBCUniversal which has seen both original and already aired content appear on Discover. Last year, MTV launched three new video series on Snapchat, while Comcast-owned spinoffs from shows like The Voice and SNL were also viewable to users.

Snapchat is gearing up for its forthcoming $3bn IPO, and last week revealed in its S1-filing that over 10bn videos are watched on the platform every day.

At the end of last year the company laid out its ambitions to be bigger than just one messaging app. Its daily active users are concentrated in the 18 to 24 year-old demographic, but Snap has underlined Nielsen data demonstrating Gen Y's shift away from linear TV in its IPO document, hinting at the revenue opportunities this could offer up on the content side.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis