Snapchat and NBC have signed a deal together for 2020 Summer Games that will take place in Tokyo. With the new contract, NBC will be able to broadcast shows on Snapchat before and during the games.
Snapchat had also signed a deal with NBC for the 2016 Olympics as well as the 2018 Winter Olympics that led to a rise in viewership on the Snapchat. The content for the PyeongChang 2018 NBC Olympics got over 40 million different users in the United States which were 25 percent greater than the 2016 Rio Olympics.
NBC will release 70+ episodes across four daily shows on Snapchat which is more than the number of episodes previously broadcasted on the platform.
According to a report by Variety magazine:
"The 2020 Olympics partnership encompasses four daily original Snapchat Shows produced by NBC, exclusively for the platform in vertical-video orientation. Those include - for the first time - two highlights shows that will be updated in “near real-time,” according to the companies. Overall, NBC plans to produce more than 70 episodes for Snapchat, more than three times the 2018 Winter Games."
Snapchat had also signed a deal with NBC for the 2016 Olympics as well as the 2018 Winter Olympics that led to a rise in viewership on the Snapchat.
So how does this deal benefit the two parties? Well for NBC, broadcasting games on Snap is a move to target younger audiences which as a result, would improve its branding and also help boost revenue for ad partners through the broadcasts. On the other hand, Snapchat will be able to bring more exclusive content that will attract more users and increase user engagement.
As per Snapchat’s performance report, the platform has claimed that 100 of its Discover channels have been getting users in double-digits every month. This would mean there has been a change in viewer habits which, when it comes to publishers, could make Snapchat a focus for moving forward with their strategic plans.
Twitter won’t stay behind either, it will be airing its own content for the Olympics as part of its new video strategies, but of course differently. It will be interesting to see the number of viewers Twitter can get with this and the heights Snapchat can reach with its renewed deal with NBC.