NBC reached its first-ever deal to share video from the Olympic Games, reaching a deal with Snapchat.
Bloomberg reported that Snapchat will establish a dedicated channel for video from the 2016 Summer Olympic Games in Rio De Janiero, and it will create daily Live Stories with content from NBC, athletes and fans.
BuzzFeed will also populate that channel, Discover, with short clips and behind-the-scenes content, according to Bloomberg, which added that the agreement is exclusive to the U.S., while BuzzFeed’s content will be available on other outlets besides Snapchat.
NBC told Re/code it has a revenue-sharing deal with Snapchat for whatever ads it sells, not providing further details, and the network added that its partnership with Snapchat is non-exclusive.
Snapchat director of partnerships Ben Schwerin told Bloomberg:
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. Billions of people watch the Olympics on TV but a small fraction actually get to attend them in person.
NBC Olympics president Gary Zenkel added:
We have never allowed the distribution of any game highlights off NBC’s own platforms, (but Snapchat) really effectively reaches a very important demographic in the U.S. and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games.
And BuzzFeed Motion Pictures head of development Matthew Henick said:
(Young people) are not necessarily glued to their televisions anymore, and Snapchat is something they check in with multiple times a day.
Readers: Are you curious to see what type of content from Rio 2016 ends up on Snapchat?
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