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Snapchat’s second attempt at scripted original content is coming sooner rather than later, Snap Inc. VP of Content Nick Bell said during a panel at the Television Critics Association conference on Monday.
“It’s imminent… our preference is to get it right,” said Bell, before pointing to a recently-announced partnership with the Duplass brothers to bring new shows to the app.
Last summer, Bell hinted scripted originals would hit the app by the end of 2017. Missing that mark, according to Bell, was in part due to the app’s highly-publicized redesign getting “in the way a little bit.”
Snapchat already has 40 shows airing on its Discover channel, with an emphasis on reality and unscripted shows; the app has featured several dating shows, including one from rapper Action Bronson, as well as airing content from NBC News and ESPN’s SportsCenter twice a day.
Discover continues to move towards shows as it shifts away from its “digital magazine” roots — largely because its publisher content have failed to gain major traction. Only 21 percent of Snapchat users check out Discovery’s publisher content on a daily basis, according to internal metrics shared by The Daily Beast last week.
In terms of partners or stars, Bell and Sean Mills, head of original content at Snap, had little to offer on Monday. The app’s next attempt at scripted originals will be its first since the poorly-received “Literally Can’t Even” debuted back in 2015. (That show centered on Sasha Spielberg — daughter of Steven Spielberg — as she tried to get over a breakup without the assistance of alcohol.)
News shows, so far, have been a successful genre for the app, according to Bell. The exec added 3.5 billion Snaps are created each day, and that Snap had “just started to embrace the creator community” — something more in-line with its chief competitor, Instagram. Bell said they’ll look to “double down” on a “small base” of creators moving forward.