Snapchat Boosts Creators In New Content Push

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By Alex Weprin

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Alex Weprin

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View All May 5, 2021 9:30am

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Snapchat is leaning into its stable of creators for its latest slate of Snapchat Originals.

Among the new offerings are a show hosted by Megan Thee Stallion called Off Thee Leash, which will see the singer connect with her celebrity friends and their pets, and Charli vs. Dixie, which will see Charli and Dixie D’Amelio face off in challenges. Both shows are being produced by Will Smith’s Westbrook Media.

Also in the works is scripted YA drama Breakwater, set in the world of climate refugees, and an unscripted series called Coming Out, which will follow six people as they come out to their friends and family for the first time. Other docuseries in the works include Meme Mom, Twinning Out and Lago Vista.

Snap also plans to explore augmented reality programming that makes its users the star. The first such effort, dubbed The Me and You Show, will let users and their friends star in a sketch comedy series using the company’s cameo tech.

The company is also launching what it calls a “Creator Marketplace,” which will connect marketers with lens creators and developers, as well as Snap stars, to create new advertising experiences on the platform. The Marketplace will launch this month for augmented reality creators and expand over time.

In its Newfront presentation Wednesday, Snap also revealed new viewership data around its programming. The company said that over 400 million people watched shows on Snapchat, including 90 percent of U.S. Gen Z, and that over 100 million people watch entertainment content monthly in Snapchat Discover. Over 85 million users watch sports content each month, and in 2020 some 200 million users watched news content.

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