Snapchat, the social media sharing app, is adding 26 new UK shows from the likes of Channel 4, Sky News, Vice and Manchester City FC in an attempt to broaden its offering and attract more UK 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 short-form content from big brands closer to home.
Episodes on the service will run between three and seven minutes in length, all delivered in the portrait video format suited to the Snapchat app. All shows will feature six-second non-skippable ads, as the company continues to explore ways to monetise its user base.
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 per cent 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 (pictured), which has already proved wildly popular 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.
“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.”
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