ITV announces partnership with Snapchat

UK pubcaster ITV has announced a deal with Snap, the owner and operator of Snapchat, to present short-form content to users from the upcoming FIFA World Cup 2022.

The deal will also see Snapchat host made-for-mobile content from ITV’s biggest shows including Love Island and I’m a Celebrity… Get Me Out of Here! via Snapchat Discover, one of the platforms fastest-growing aspects with 188 new international channels launched in 2021.

The pair will also partner to create custom Augmented Reality Lenses for selected shows which they say will create “a new, immersive viewing experience for Snapchatters.”

The youth-oriented social media platform reaches more than 90% of 13-24 years-olds in the UK and partners with most major UK broadcasters. Snapchat said that over 15 million people in the UK watch shows on Discover each month.

Lucy Luke, Head of UK Partnerships at Snap said: “Our mission is to make Snapchat the fastest way for our community to be informed and entertained by a trusted group of diverse publishers and storytellers. We are thrilled to partner with ITV and continue to grow our slate of UK broadcasters on Discover. This partnership aligns with our strategy to provide Snapchatters with the best shows that are tailor-made for mobile.”

Bhavit Chandrani, director, Digital & Creative Partnerships at ITV said: “We’re really excited to be partnering with Snapchat – the Gen Z community on Snapchat is highly engaged and we’re keen to offer them the opportunity to view ITV content in different ways. This partnership is a great opportunity for us to continue to engage with this community and our audiences in a new environment.”