Viewership on Snapchat’s Original Content Shows Promise

Snap held its Q2 2018 earnings call today and it was a mixed bag of emotions for the company. While it revealed an impressive 44% rise in revenue Y/Y, the company also announced a 3 million drop in DAUs Q/Q, as it attempts to compete with Instagram. One main feature Snapchat has been investing in to give it an advantage in this fight is its Discover Section.

The section houses a slate of Snapchat Original Series and Snapchat Channels belonging to networks and studios like NBC and Elizabeth Murdoch’s Vertical Networks. While Speigel didn’t have much to say about the Discover Section, he did state in his opening remarks that the number of people that watch Publisher Stories and Shows on iOS every day has grown by more than 15 percent this year.

“Additionally, more Snaps from publisher stories and shows were viewed in July than any other month in our history,” added the CEO. Additionally, in Q2 2018, 11 Shows reached a monthly audience of over 10 million users, up from 7 in Q1 2018.

This increase in viewership is a promising sign for the company, which has been itching for a way to attract more advertisers to its platform. Between November 2017 and January 2018, just 397 brands bought video ads on Snapchat Discover channels, according to advertising intelligence platform MediaRadar. It’s a small number when compared to Facebook, which has more than 5 million advertisers; Twitter, which reported having 130,000 advertisers at the end of 2015; and Instagram, which has over half a million advertisers.

Speigel didn’t give much detail about his future plans for the Discover section or how much money the company planned to invest in its original content. Current shows in the section include “The Rundown” and “Face Forward” from E! News, “Stay Tuned” from NBC News, “Sports Center” from ESPN, “Phone Swap” and “Ghost Hunt” from Vertical Networks, which garner a combined 15 million views an episode.

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Ariana Grande Benefit Concert clocks 79 million views

Ariana Grande’s One Love Manchester benefit concert drummed up massive viewership on YouTube, Facebook, and Twitter over the weekend. The event, which served to commemorate and raise money for the families of the 22 victims who were tragically killed in a terrorist attack at Grande’s Manchester tour stop last month, clocked 79 million total views on Facebook, the company said.

In addition to more than 2.6 million reactions, 775,000 shares, and 380,000 comments, Facebook Live said that its stream — unlike those of YouTube and Twitter — enabled fans to use its Donate button to give directly to the One Love Manchester Fund. Using this tool, Facebook helped raise $450,600 from 22,700 donors — and counting — for the cause. All told, organizers of the event said they raised $2.9 million for the fund during the live broadcast.

“All the donations will be directed to the One Love Manchester Fund and will benefit charities that help victims of terror worldwide,” wrote Facebook COO Sheryl Sandberg in a post expressing her sympathy for the victims and gratitude for the Facebook community’s support in the wake of the harrowing incident. “While the concert came out of a tragedy, it’s a beautiful example of how people can come together during the darkest times and prove love wins over hate — always.”

YouTube’s stream of the three-hour-long event on Grande’s Vevo channel, meanwhile, totaled 11 million views — though videos from individual performances posted to the BBC Music channel have also racked up millions of views apiece. The most popular is Grande’s duet with Miley Cyrus of Don’t Dream It’s Over, which has 7 million views.

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http://www.tubefilter.com/2017/06/06/ariana-grande-benefit-concert-79-million-views-facebook/