Snapchat launches UK shows in a bid to win back users
Familiar UK brands including Channel 4 and Sky to produce short-form shows for the platform.
Snapchat is introducing new UK shows from the likes of Channel 4, Sky News and Manchester City in an attempt to broaden its app offering and attract more users.
A number of US shows produced by premium partners on the platform have already attracted five million UK users, but people will now be able to watch 26 short-form shows from familiar brands closer to home.
Episodes on the service tend to be between three and seven minutes long, all delivered in the portrait video format suited to the Snapchat app.
Sky Sports will post episodes of its Winners & Losers football series on the app, while Vice will produce several shows, ranging from a look at how the wealthiest 1% live in Most Expensivest, to something for fashion lovers with i-D Explains.
Channel 4 is trialling the service with Peng Life, following the exploits of Chicken Connoisseur Elijah Quashie, which has already attracted several hundred thousand viewers on YouTube.
Owners Snap say that the expansion comes following a growth in Snapchatters watching shows on the app, more than tripling globally since the beginning of the year.
However, the move also comes amid a recent drop in daily active user numbers for the app, falling from 188 million to 186 million in results posted last week.
Shows on Snapchat will feature six-second non-skippable ads, as the company continues to explore ways of monetising its user base.
“Our priority is to provide Snapchatters with a personalised experience that features a diverse mix of credible, local voices alongside some of the best content creators from around the world,” said Rami Saad, head of international content partnerships at Snap.
“We are also excited to help our partners build their brand with a highly engaged, global audience.”
Snapchat recently added Originals to the app, a slate of reality shows and scripted series to take on the likes of Netflix.
