Microcasting News: Snapchat, ChuChu

Snapchat becomes the mobile HBO with 12 daily scripted Original shows

“Time spent watching shows on Snapchat has tripled this year alone” Snap’s VP of Original Content Sean Mills tells me. The stats on Snap’s previous 60 shows from CBS, Viacom, the NFL and others since the project launched two years ago made it clear there was an opportunity to double down, especially as original mobile programming efforts like Facebook Watch and Instagram’s IGTV have stumbled. NBC News’ twice daily show Stay Tuned has doubled viewership in the past year to 5 million unique viewers per day, over half of which watch at least 3 days per week, while SportsCenter’s show reaches 17 million monthly viewers.

Snap CEO Evan Spiegel telegraphed today’s announcement in a leaked memo, noting that the app sees “over 18 Shows reaching monthly audiences of over 10M unique viewers. 12 of which are Original productions” and that “We are also working to identify content that is performing well outside of Snapchat so that we can bring it into Discover.”

And, last week, there was this eye-opener about toddler microcasting on YouTube: Raised by YouTube

Five years on, ChuChu TV is a fast-growing threat to traditional competitors, from Sesame Street to Disney to Nickelodeon. With all its decades of episodes, well-known characters, and worldwide brand recognition, Sesame Street has more than 5 billion views on YouTube. That’s impressive, but ChuChu has more than 19 billion. Sesame Street’s main feed has 4 million subscribers; the original ChuChu TV channel has 19 million — placing it among the top 25 most watched YouTube channels in the world, according to the social-media-tracking site Social Blade—and its subsidiary channels (primarily ChuChu TV Surprise Eggs Toys and ChuChu TV Español) have another 10 million.

Boldfaced emphasis added by me.

If ChuChu burying a multi-decade known brand like Sesame Street doesn’t convince you that microcasting is the future and will triumph, then nothing will.

(I must note I’m not keen on parents abdicating their duties and plopping a child in front a screen!)

Previously here:

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