Television broadcasters' innovation in mobile-native content and formats is rebooting a second-generation of social TV on Snapchat, according to the latest Futurescape research.
'The New Social TV on Snapchat' highlighted how new social TV is emerging via the mobile app, as opposed to the first early 2010s generation, which was driven by VC-funded technology startups and Twitter.
Futurescape stated that broadcasters are now developing original content and formats and investing in independent producers which make social TV, to reach Snapchat's 150 million daily active users.
The broadcasters' strategy for this new generation of social TV is to create mobile-native content and formats which are integrated with and distributed through the Snapchat app.
Futurescape director Colin Donald said, "Television companies are now moving fast to pioneer next-generation social TV, partnering with Snapchat. They are making content which is native to the mobile and social media experience."
"Their willingness to experiment and take risks early on enables them to discover and determine how to entertain, inform and engage viewers via mobile. Competitors who are not involved in ocial TV on Snapchat risk being left behind, while the innovators take a lead in cultivating audiences with new TV-based mobile formats and content."
Popular shows currently incorporating Snapchat include The Voice, I am Serafina, Saturdays Are Lit and The Rundown.