Snap partners with Pedestrian TV, LadBible, Tastemade and more for Snapchat Discover

Snapchat’s parent company Snap has announced partnerships with various lifestyle programmers to bring shows to Snapchat Discover.

Amongst the partners are Pedestrian TV, Ladbible Australia, Banijay, Little Dot Studios, Tastemade and Totem Network.

Snapchat’s shows to launch on its Discover channel

Snap’s general manager for APAC, Kathryn Carter, said: “It’s great to be partnering with so many fantastic brands to expand Snapchat Discover here in Australia. We pioneered vertical video, and so already our audience are used to and expect high quality, engaging, made-for-mobile content about the topics they care about the most.

“We’re confident these new shows will resonate with our audience both in Australia and with Aussies all over the world. We’re excited to continue expanding the variety of locally relevant content from iconic brands for our community to enjoy.”

The shows that will be on Snapchat Discover include a Pedestrian TV show called Unlocked, where they will go through a celebrity’s phone.

Banijay will partner with Snapchat Discover to share Masterchef Australia content, the finale of which saw 931,000 metro viewers.

Banijay Rights VP of digital, Shaun Keeble, commented: “The MasterChef channel will showcase the best and most memorable moments from this global cookery hit – an Endemol Shine Australia (part of Banijay) production for Network 10 Australia. We’re thrilled this show will now excite a whole new generation of younger viewers on this most innovative of social platforms.”

LadBible’s shows will be Aussie ASMR, In My Own Words and another show yet to be announced while Little Dot Studios will provide Shark Tank Australia content and Taste made will have two shows, Brunch O’Clock and Daily Dose.

Three shows will be from Totem Network: Bondi Nation, Black As and Bondi Rescue.

According to Snapchat, Snapchat reaches 90% of 13-24 years olds and 75% of 13-34 year olds in Australia.

Globally, Snapchat has launched 490 new channels this year, resulting in a 70% increase in user’s time spent watching shows. 25 channels have a monthly audience of more than 20 million viewers each.

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Anna Macdonald

Anna Macdonald was a Mumbrella journalist, covering news, creative, ad standards and campaigns. She left Mumbrella in April 2022.

topics Banijay Kathryn Carter Ladbible Australia Little Dot Studios MasterChef Pedestrian TV Shaun Keeble Snap snapchat Snapchat Discover tastemade Totem Network

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