|Advertisers are Cooling on Snapchat Live Stories
With viewership for Snapchat’s Live Stories stagnating, the feature is not a priority for media buyers.
In addition to Discover, Live Stories is one of two media-driven features inside the Snapchat app. Available alongside Discover on the Stories and Discover pages, Live Stories provides content curated around different events and topics — everything from a big NBA game to the ongoing conflict in Mosul. Content includes photos and videos shot by users as well as the event organizers, when applicable.
Viewership for Live Stories has been flat, at best, for more than a year. In June 2015, a Snapchat executive told Recode that Live Stories averaged 20 million viewers within a 24-hour window. This year, the company has told advertisers that Live Stories average 10 to 20 million viewers per day, with multiple buyers confirming that in most cases daily viewership for Live Stories has gone down — especially since Snapchat pushed Live Stories and Discover content lower down the Stories page. Similarly, some Snapchat Discover publishers have seen viewership drop since Snapchat made these tweaks in October.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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