When it comes to premium vertical video, Snapchat is one of — if not the –top player in the game. The company’s Discover section, where it houses its funded vertical content, is home to more than 60 original series, and many are garnering millions of views an episode. NBC’s twice daily news show “Stay Tuned,” for example, attracts an average of 5 million viewers an episode. An average episode of Vertical Network’s “Phone Swap” also attracts 7.7 million views.
Despite its dropping stock price, Snapchat has continued to invest in its content offering, recently announcing the addition of 10 Snap-branded originals this week at Newfronts West. The company has also invested in its offering for advertisers, giving them the option to buy six-second unskippable ads, which have a runthrough success rate of 90 percent, according to the social media company. Additionally, time spent on the Discover section and, in turn, with ads is increasing, leading companies to increase investment in the platform.
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