Snapchat Launches Line Of Original, In-App TV Programming

Snap Inc. (SNAP) is looking to become profitable in 2019 and the messaging app is taking a new approach to turn things around. Snapchat announced Wednesday a new line of original TV series that are viewable within the photo-sharing app, in an attempt to diversify the app’s service offerings.

Three original series are available to watch from Snapchat’s Discover page as of Wednesday, with several more coming in the near future. The initial programming slate includes “Endless Summer,” a docu-series about social media influencers Summer McKeen and Dylan Jordan. A college comedy series called “Co-Ed” and a mystery thriller called “Class of Lies” are also available.

Three more shows will launch by the end of October and a handful of others have been greenlit, with no definitive release date. Those include a docu-series about teenage drag queens called “Growing Up is a Drag” and a reality show about viral video star and rapper Bhad Bhabie called “Bringin Up Bhabie.”

Snapchat has been built on quick and fleeting communication since its inception and these new shows might follow that lead.

“The episodes are short, hyper-visual and fast-paced,” Snapchat’s press release said. “Five minutes will take you on a satisfying journey, with a captivating beginning, a juicy middle and a so-worth-it end.”

Snap has announced multiple partnerships of this nature in recent months, offering new features to hopefully bring in and retain users while collecting ad revenue. Media companies like CNN recently began curating and promoting their own communal "Our Stories" posts on the app. In addition, the app added the ability to take pictures of objects and automatically link users to the items’ Amazon store pages.

Snap has been on the losing end of a war against Facebook and Instagram for some time. Facebook has also recently invested in original online programming.

A year and a half out from its IPO, concerns about Snap’s financial viability caused its share price to plummet below $7. Snap shares dropped by more than 3 percent in early afternoon trading Wednesday.