Video: Live From NY, It’s Pivoting To Video!

For example, ESPN recently launched a new version of SportsCenter for Snapchat.  The network is running 3-5 minute shows twice a day on weekdays and once a day on weekends.  This is really different than ESPN's previous Snapchat experience.  The network was a launch platform for Discover two years ago, but that channel was more like a daily magazine … whereas this new version of SportsCenter is more like mobile TV.

SportsCenter joins two other daily news shows on Snapchat: NBC's Stay Tuned and CNN's The Update.  And it's yet another instance of one of the most pervasive trends from this past year, as more and more publishers invest in live video on social platforms, from Facebook to Instagram and more.  A UBS study from earlier this year noted that more than 63% of 18-34 year olds watch live video -- and I would bet that number will continue to grow in 2018.

Another example is Twitter, which has grown its live video programming with a live pre-show for Fox's Empire, as well as partnerships with Bloomberg and Time Inc.  For instance, AM to DM is a live morning show from Buzzfeed News that debuted in September, anchored by Saeed Jones and Isaac Fitzgerald.  It streams live on Twitter at 10 a.m. each weekday and has an average of one million viewers per episode.  Both hosts interact with tweets live during the show, and they have an impressive list of guests that includes a bunch of United States Senators and celebrities like Hunter Hayes and Clive Davis.

For marketers, it's important to look at how you can leverage live video on these platforms, whether it's through branded content or ads on existing programs.  This increased push for live is another opportunity for brands to move at the speed of culture, especially since quality video can be more engaging than text or images alone.

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