Today it was announced that STXdigital, a division of STX Entertainment, and Uproxx Media Group, one of the world’s largest digital media and content companies, will co-produce “Brawler,” a new series produced exclusively for Snapchat.
“Brawler,” which will premiere on Snapchat’s Discover Page March 16, at 6am, is STXdigital’s first series on Snapchat and marks the first co-production between Uproxx, the lead on the series, and STXdigital.
The series will dive deep into fight culture, giving Snapchatters a glimpse into the mind of ancient and modern warriors alike. Each episode will showcase distinctive fighting styles in different locales, from a modern-day Jiu Jitsu Master demonstrating the Zen fighting style in New York, to a legendary boxing coach schooling his pupils in a ring in Los Angeles, and a Silat Master showing off his rapid-fire martial arts in the streets of Malaysia.
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“We are excited to co-produce ‘Brawler’ with Uproxx, one of the most trusted content brands for Millennials. They have a very talented creative team and we look forward to co-producing more original content with them,” said Rich Sullivan, COO, STXdigital. “As one of the boldest and engaging platforms in the mobile space today, Snapchat is a great home for this show.”
The show comes on the heels of a successful fourth quarter for Snapchat, its most successful quarter since going public. The social media app now has 187 million daily active users worldwide, with Snapchatters visiting the app approximately 25 times a day for an average of 30 minutes. According to the company, over 10 billion videos are watched on Snapchat every day.
While Snapchat continues to place greater focus on original content from publishers, the company has also taken significant steps to attract creators back to the platform. Yesterday, the company introduced a new analytics feature for its verified users that will allow them to track metrics such as views and engagement, essentially giving creators a bargaining chip to attract sponsors. According to Snap CEO Evan Spiegel, the company eventually plans to share ad-revenue directly with creators, who have been historically neglected by the app.
However, attracting creators back to the platform is only one of Snapchat’s obstacles for 2018. The company is also trying to drive regular Snapchatter’s back to the app, which it recently redesigned in hopes of making navigating through its features easier for new users. But, so far, the redesign has attracted a lot of criticism. This morning, CNBC reported on a the emergence of a petition asking the company to revert back to the old layout. The petition has already been signed by more than 1 million users.
The company has stated in the past that it has no plans of ditching the redesign, which it says has increased Discover’s daily active users by 40% in one of its first test markets. If these numbers stay consistent, it will be a huge win for the company’s Discover section, which, according to a report form Business Insider, is only visited daily by 20% of Snapchat users on average.