Younger Audiences Crave ESPN-Affiliated Snapchat Channels
ESPN is "betting more on Snapchat" than ever before despite other publishers like the N.Y. Times and Bleacher Report having "paused their channels," according to Kerry Flynn of DIGIDAY. For ESPN, producing shows on Snapchat "aligns with their digital strategy of meeting sports fans in places they already are." Snapchat also has "proven to be a useful way to make revenue and to direct viewers to ESPN on television and to content on ESPN+." ESPN was a "launch partner of Snapchat Discover," the social media platform's method for quickly exploring friends' and publishers' stories. Each of ESPN's Snapchat shows "varies in their viewership size." As a daily morning show, “SportsCenter” has "created a routine audience of millions of viewers." More than 60% of the audience "tuned in three or more times per week" in Q4 of '18. Overall, more than 65% of ESPN’s Snapchat audience is 24 years old and under, and "more than 90% of the audience is under 35." ESPN makes money on Snapchat by "selling ads ... in each of their shows." An ESPN spokesperson declined to say if the effort was "profitable but categorized the usage and monetization as strong" (DIGIDAY.com, 5/28).