Disney is now creating shows for Snapchat in a bid to reach young viewers that could also bring a change to the platform’s advertisers. A series of Bachelor recaps dubbed “Watch Party” debuts today, and more are on the way.
Snapchat is more popular than Instagram among teens, and brands are flocking to the platform – making Disney’s move a savvy one. Ad revenue is estimated to near $1 billion next year, and Disney will control all ad sales, a contrast from previous deals between the platform and media companies including Viacom, NBC Universal, and Turner Broadcasting.
So far, advertisers on Snapchat have overwhelmingly come from big spenders in the TV world: CPG brands account for a fifth of Discover ads, while Beverage brands represent 16% and Beauty 13%, according to L2’s Instagram vs. Snapchat report. But Disney’s move could bring new advertisers into the mix – offering a valuable weapon for Snapchat in its competition with Facebook’s Instagram.