Snapchat announced a new collaboration with European Football League LaLiga to broadcast unique content, weekly highlights, historical archives, and top goals. Snapchatters may experience the game’s finest moments with a Discover Show dubbed LaLiga Show Time and Stories and Spotlight material from the LaLiga Snap Star account. LaLiga Lenses, stickers, Bitmoji extensions, and more are included.
Snapchat’s sports coverage, especially NFL football, has been widespread. 87 million Snapchatters view sports content monthly, and NFL fans used Snap’s AR technologies 2.1 billion times during Super Bowl LVI. Snap expanded its content relationships with the NFL, WNBA, and NBA this year. Each generates unique content for Discover, including AR experiences and Spotlight snippets.
LaLiga will contribute to this, and Snap hopes its increased sports offering will raise its value among a broader range of consumers, boosting its ad offering. Snap is reportedly focusing more on senior consumers. Just 16% of Snap’s current user base is over 35. Although addressing the young has long been Snap’s primary selling point for ad partners, financial challenges have caused Snap to re-examine its more comprehensive strategy. 60% of Snap users are under 24, while older audiences have more disposable cash and are interested in more things.
Snapchat may lose users as they age, reducing its worth as an ad network. Theoretically. Snap was created in 2011. Therefore only early adopters aged 24 and above are now older. That might suggest Snap’s use rates among older people will improve over time, which is undoubtedly the primary goal of this new internal push: strengthening its product to keep Snap users coming back rather than losing interest at a specific age.
Snap for older users? No, but if Snap can reshape its product to develop alongside its users, it may help it remain relevant in new ways. Sports material will likely be prominent. Older users will return if Snap can become a more complementary platform for sports lovers, which might be essential to Snap’s future evolution. Snap’s increased focus on sports content is vital for advertisers. It will also be intriguing to see how Snap retains older users and what that implies for ad revenues.
