Scripps Networks Interactive, the parent company of Food Network and Travel Channel, have announced plans to launch programming on Snapchat’s Discover platform.
Food Network was one of the original publishers for Snapchat’s launch of Discover in January 2015 and has since been creating Publisher Stories for the platform. Under the new, expanded deal Food Network and HGTV will begin developing and producing Shows for Snapchat.
According to recently released research from Nielsen commissioned by Snap Inc., media companies that publish content on Snapchat’s Discover platform see notable audience growth on their TV and other platforms. Nielsen’s study found that Snapchat provided a 16 per cent increase in average monthly reach in Discover partners’ TV audience, while their own average monthly TV audience decreased by five per cent (when comparing the six months after a media company joined Snapchat’s Discover platform to the six months prior).
“Snapchat’s distinctive mobile platform provides an ideal environment for us to touch millennials and centennials who may not yet be hooked on our premium offerings,” said Henry Ahn, Scripps Networks’ president of content distribution and marketing. “We’re finding more and more new fans among the hard-to-reach mobile natives.”
“HGTV and Food Network are masters of addictive and inventive TV, and it makes perfect sense to bring that programming expertise to Snapchat Shows,” said Nick Bell, vice president of content for Snap Inc. “Scripps has been an important partner for us since our launch of Discover, and we’re thrilled that Snapchatters will soon have access to more entertaining content from some of their most popular networks.”