Older media brands are succeeding in attracting Snapchat’s younger Millennial users to view their innovative content, which is made specifically for the social network. American Millennials ages 13-24 say they usually view well-established media brands on the Snapchat Discover distribution platform rather than media which targets their generation.
US TV network NBC has run a successful Snapchat ad campaign for its Hairspray TV musical. Data gathered from a viewer survey shows the campaign led to a 122% increase in viewing by respondents. This success indicates Snapchat's potential for tapping revenue from TV marketing budgets.