×
You will be redirected back to your article in seconds

Snapchat Content Survey: How Much Millennials Actually Use Live Stories, Discover and More

Snapchat’s content efforts are seeing significant interest from its millennial audience, according to a new survey conducted exclusively for Variety by Defy Media. But messaging to friends remains the app’s top feature.

While CEO Evan Spiegel has wowed the world with eye-popping topline metrics indicating how popular Snapchat is, there’s little visibility into how specific sections like Live Stories and Discover, which feature many media brands, are faring.

Roughly 44% of the 1,117 U.S.-based Snapchat users between the ages of 13-24 surveyed in February who said they had used Live Stories and/or Discover reported doing so on at least a daily basis. That percentage falls to 23% when weighed against all of the survey’s respondents, including those who didn’t report using Live Stories and/or Discover at all.

Daily usage is far higher for Snapchat’s core functionality — messaging and chatting with friends. That’s not unexpected, considering the content sections were added years after Snapchat launched.

New Content Begins to Click

Snapchatters’ attitudes are similar toward Discover and Live Stories, with about three-quarters of those surveyed responding that they “liked” both content areas. Just 14% of those surveyed say they have never seen Discover — 12% for Live Stories. Asked whether they were looking at the sections more often than a year ago, 29% answered in the affirmative on Discover, compared with 24% for Live Stories.

As for whether the advertising levels within the two categories are acceptable, only 12% felt there was too many ads, while just under 50% deemed the number “tolerable.”

Snapchat is still predominantly used for communication between friends, with 71% specifying they “only or mostly” use the platform to chat and snap, with just 5% responding that they “only or mostly” consider it as a place to use Discover, Live or follow celebrities and brands. But 24% say they do both equally.

Types of Users

While 63% of respondents say Snapchat is their primary source for messaging friends, the short-videos category was close behind, at 59%. Meanwhile, 30% say they use Snapchat to get news on the 2016 presidential campaign. The election has been an area of emphasis for Live Stories in recent months.

Star Power

As a go-to destination for information about celebrities, Snapchat isn’t that far behind other leading digital platforms. When asked to identify the platform on which they follow the greatest number of celebrities, 10% of respondents identified Snapchat, just behind YouTube (12%). Instagram is the top destination (25%), followed by Twitter (23%) and Facebook (19%).

Band of Brands

If Snapchat is pleased with the performance of the branded tier of Discover channels, many of those brands — particularly older ones fighting to retain millennial audiences — must be ecstatic. While BuzzFeed was the most popular Discover channel among those surveyed, viewed by 54% of users on a regular basis, older media brands thoroughly outperformed upstarts. Channels for Comedy Central, Food Network, ESPN and People all rank higher among millennials than newer brands like Vice, Tastemade and Refinery29.

One established brand trails the field though: Wall Street Journal finished dead last. It and some of the newer brands are more recent additions to Discover. The news isn’t all bad for the less-viewed Discover channels — and it’s particularly positive for Snapchat: More than half of respondents say they first heard of brands including Mashable, Vox, Tastemade and Fusion on Discover.

Secret Allure

Asked to choose up to three things they liked most about Snapchat, neither Live Stories nor Discover figure high in the rankings. The top vote-getter, cited by nearly half of millennials surveyed, is “creating my own stories.” Graphic add-ons like filters also scored highly, as did another option of which Snapchat management may want to take note if the platform starts to age up: “My parents don’t use it” was picked by 30% of respondents.

 

 

Correction: The 44% figure who said they had used Live Stories and/or Discover on at least a daily basis was initially mistakenly reported as a percentage of all the survey’s respondents but it pertained only to the percentage of respondents who had reported using Live Stories and/or Discover at all.

Popular on Variety

More Digital

  • Elite Season 2

    San Sebastian: Spain’s SVOD Players Debate Competition, Brand, Talent

    SAN SEBASTIAN  — Executives from HBO, Netflix, Amazon and Movistar+ and “Elite” co-creator Darío Madrona took to the stage to field questions on the Global Impact of Spanish Series. Here, briefly, are five takeaways: 1.Spain First “La Casa de Papel” was watched by 34,355,956 Netflix accounts over its first seven days,  after a July 19 [...]

  • Tinder - Swipe Night

    Tinder's Apocalyptic 'Swipe Night' Interactive Dating Show Sets Release Date

    Tinder next month will bow its first original entertainment content — “Swipe Night,” an interactive adventure series in which viewers are forced to make dating choices on humanity’s last night on Earth. Variety previously reported details of the location-based social network/dating app service’s foray into original content, which recently wrapped production in Mexico City and [...]

  • Editorial Use onlyMandatory Credit: Photo by

    YouTube Rolls Back Verification Changes, Says Verified Creators Can Keep Their Badge

    A day after announcing significant changes to its verification program, YouTube announced Friday afternoon that it won’t be de-verifying existing creators after all. “We heard loud and clear how much the badge means to you,” said YouTube product manager Jonathan McPhie in a blog post. “Channels that already have the verification badge will now keep it [...]

  • BLive: BitTorrent Live Streaming App to

    BitTorrent to Launch Public Beta of New Live Streaming App

    BitTorrent is getting ready to open the floodgates for its new live streaming app, dubbed BitTorrent Live: The company plans to launch a BitTorrent Live Android app on various app stores as part of a public beta test late Friday, according to a spokesperson. BitTorrent Live, which is also known as BLive, is being described [...]

  • Netflix - Apple TV

    Netflix Stock Drops After CEO Acknowledges 'Tough Competition' Coming From Disney, Apple

    Netflix shares fell as much as 7% Friday to a nine-month low, coming after CEO Reed Hastings commented that the November launches of Disney Plus and Apple TV Plus will introduce a “whole new world” of competition. Hastings, speaking at the Royal Television Society conference Friday in Cambridge, England, said, “While we’ve been competing with [...]

  • Facebook

    Facebook Suspends Tens of Thousands of Apps During Privacy Investigation

    Facebook has suspended tens of thousands of apps ever since it began investigating potential privacy abuses, the company said Friday. The apps in question had been built by around 400 developers, and a suspension doesn’t necessarily indicate actual privacy violations. Facebook began combing through millions of apps that made use of its platform after the [...]

  • tivo logo

    Tivo Plans to Launch Android TV Dongle, Tivo+ Curation App

    DVR maker Tivo is getting ready to release a new device that may not record television at all: The company plans to launch a $50 Roku-like TV dongle early next year, its new CEO Dave Shull revealed in a conversation with CNN this week. The new device will be powered by Google’s Android TV platform, [...]

More From Our Brands

Access exclusive content