Snapchat "scored a deal with Comcast Corp.'s NBC to show highlights from the 2016 Summer Games, the first time the U.S. network has agreed to share video of the sporting contest," according to Sarah Frier of BLOOMBERG. Snapchat Inc. will "set up a dedicated channel on the mobile app for the games in Rio De Janeiro." Media company BuzzFeed will "curate short clips and behind-the-scenes content into a Discover channel on the app for two weeks," while Snapchat creates daily "live stories" using content from NBC, athletes and sports fans at the scene. NBC Olympics President Gary Zenkel said, "We have never allowed the distribution of any game highlights off NBC’s own platforms." He added that Snapchat "really effectively reaches a very important demographic in the United States, and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games." NBC is "betting that the app’s younger audience will grow interested in athletes’ stories and triumphs through the app, then follow their on-field exploits on television or NBC’s website." Snapchat Partnerships Dir Ben Schwerin said, "It’s as much about what’s going on on the field as what’s going on in the Olympic village and Rio and really feeling like you’re there -- seeing it through the fans’ eyes and the athletes’ eyes." The deal "covers only the U.S.," where Comcast paid about $1.2B for broadcast rights (BLOOMBERG, 4/29). In London, Kuchler & Bond reported Snapchat and NBC Olympics "will share revenue from advertisements placed within the stories but the revenue split is unknown." NBC will "lead the sales efforts for the adverts, with assistance from Snapchat, and Snapchat will be able to show NBC’s brand marks and logos." Snapchat has more than 100 million daily active users, primarily in the U.S. where more than 60% of 13 to 34-year old smartphone users "have the app on their phones." The users are "very engaged," with 8 billion videos viewed each day on the app (FINANCIAL TIMES, 4/29).
