In an attempt to look good in front of advertisers, Snapchat is touting its ability to hypnotize its fervent teen base into consuming content. According to a report from Business Insider, citing a source familiar with the matter, Snapchat is now saying that its users spend between 25-30 minutes in the app per day.
This is quite a feat, considering Snapchat’s young audience: the company estimates it reaches 41 percent of all Americans between the ages of 18-34 — those dang millennials. Additionally, it’s eager to sell Snapchat as an interactive experience rather than just a passive audience viewing content creators, as 60% of everyday users are also snapping themselves.
With the use of these numbers, Snapchat wholly compares itself to the TV industry — an interesting move, since TV ad dollars are still king.
Snapchat hasn’t done much in the way of advertising, but it has tried to solidify monetization within its Snapchat Discover platform. These efforts have worked to an arguably mixed degree. According to a survey conducted by Variety, polling 1,117 people between the ages of 13-24, only 23 percent of respondents said they look at Discover or Live Stories daily. Similarly, just 10 percent of respondents said their favorite thing was the batch of daily Discover stories.
Snapchat has the young folks’ attention, but how it advertises around that attention is the next big hurdle.