The strategic shift to harness social media in delivering news has attracted younger viewers who watch it at least thrice a week.
In a significant development that underscores a potential strategic shift in CNN’s approach to delivering news, on Monday it began streaming “The Update”, a daily show on Snapchat.
Each episodes features at least five news stories from reporters and bureaus around the world.
The move is designed to attract younger viewers and is in line with it peers making efforts to create digital content to reach millennials, who increasingly depend on news from social media.
In July, CNN had logged 42 million unique visitors between 18 and 34 across desktops and smartphones. This has placed it among the top digital news source among millennials, according to comScore data.
“The Update” will stream daily at 6 p.m. ET and will feature existing footage from the field and video shot exclusively for Snapchat.
“The Update” is CNN’s first show on Snapchat. It follows NBC’s “Stay Tuned” news program, which has drawn more than 29 million unique total viewers since its launch in July 2017.
More than 60% of the audience of “Stay Tuned” is under 25. More than 40% of its audience have watched the show at least three days a week.
CNN is owned by Turner Broadcasting, a unit of Time Warner Inc, whose planned sale to AT&T Inc is under regulatory review.