The Warner Bros. and Turner parent has committed to a global media partnership with Snap Inc. that spans everything from media spends to development and production of exclusive shows.
The programmes will include scripted dramas and comedies, and will look to showcase Time Warner’s “iconic brands and beloved personalities,” according to the company.
Additionally, Time Warner has committed to investing in HBO, Turner and Time Warner advertising on the Snap platform over the next year two years.
Time Warner sees Snap as a strong platform to reach specific millennial audiences, with recent Greenberg research suggesting many of UK Snapchat’s daily users cannot be reached on Instagram, Facebook, YouTube and Twitter.
Snapchat has been bringing TV-style shows to its users since September last year, working with Turner channels and others such as NBC, ABC, the BBC, Discovery Networks, MGM Television and Vice.
The Time Warner deal is expected to “fuel a significant” in the number of shows on Snapchat, with three a day coming by the end of the year.
These will be animation, documentaries, scripted drama, comedies and daily news among other genres.
“Time Warner and their brands have long been pioneers of what incredible, premiumcontent looks like, and we’re thrilled that innovators across their expansive network will begin producing Shows for Snapchat,” said Nick Bell, VP of content for Snap Inc.
“This partnership is another exciting step as we continue to branch out into new genres, including scripted dramas, comedies, daily news Shows, documentaries, and beyond.”
“Partnering with Snap will help drive this compelling new format, exposing its user base to innovative and engaging video from brands and characters they trust and enjoy,” said Gary Ginsberg, Time Warner’s executive VP of corporate marketing and communications.
“We’re confident this partnership will help drive larger audiences to our shows and to the new direct to consumer platforms we continue to rollout.”
• 166 million daily users
• 55 million daily users in Europe
• Over ten billion videos watched daily
• Active daily users visit more than 18 times a day
• 60% of active daily users come from top ten advertising markets