At the top of several agency and advertiser executives' lists of media companies that are leading the disruption of content distribution and advertising business models, along with YouTube, Facebook, Buzzfeed, Netflix and Amazon, is Snapchat, according to a new study released to its members by MyersBizNet. Snapchat ranks first among 35 leading TV entertainment networks and digital video media for "engaging content justifies premium pricing" among the 515 agency and advertiser executives surveyed by MyersBizNet. Snapchat ranks third overall based on eight attributes of value and performance. Like Netflix, Snapchat is both a problem for media competitors who are vying for marketers' ad budgets, and also a solution. With parent company SNAP’s (NYSE $SNAP) public offering on the near-term horizon, its role, along with Instagram Stories, defines how Gen Z and younger Millennials prioritize their social networking, with their ten second Snapchat videos and stories that capture every intimate detail of their lives in real-time. It’s also providing media with an innovative platform for marketing TV series and events, film releases and magazines.
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