While Snapchat is normally used by people to share photos and videos with their friends, users will soon be able to watch TV programmes on the app.
Snap has announced that it is joining forces with NBCUniversal to produce original TV shows for Snapchat.
The collaboration appears to be a direct move by Snap to keep up with one of its main rivals, Facebook, who in June announced its plans to produce original video content.
While Snapchat is normally used by people to share photos and videos with their friends, users will soon be able to watch TV programmes on the app (stock image)
The two firms will hold equal stakes in a new digital content studio to be based in Santa Monica, California.
The first content deal is with the Duplass Brothers, an independent production company known for films as well as the HBO series Room 104.
The new content will appear under the Shows section of the Snapchat app, which is already used by news and other organisations for short video clips.
‘NBCUniversal is proud to have been Snap’s first partner to create Shows, and we’ve seen consistent audience growth and engagement on the platform,’ said Maggie Suniewick, president of NBCUniversal Digital Enterprises.
Sean Mills, head of original content for Snapchat parent Snap, said the company sees scripted programming ‘as the next exciting chapter to dive into, and are thrilled to be charting this path with NBCUniversal, who have been amazing collaborators from the start.’
Recent surveys have shown Snapchat – known for its disappearing smartphone messages – as the preferred social network for US teens, ahead of Facebook and Twitter.
But while Snap has expanded its media partnerships, its user and revenue growth has been disappointing since its share offering earlier this year.
Last September, Snap launched a new format on its Discover platform that includes mobile TV-like content filmed for Snapchat, and it has added content to the service.
Original scripted shows made for Snapchat are set to debut on the social network as part of a joint venture with its parent Snap Inc and NBCUniversal
NBCUniversal, a unit of media-cable giant Comcast, made an investment of $500 million (£380 million) in Snap as part of its initial public offering.
The news comes just months after Facebook announced that it was in talks with Hollywood studios about producing scripted, TV-quality shows,
And in August, Facebook announced that it was launching a new platform that will allow users of the social network to access shows and clips created specifically for the site.
Watch is aimed at allowing the social network to take on web rivals YouTube and Netflix as well as more traditional TV.
It will feature a wide range of programming, from live sports matches and safari expeditions, to a reality show about a day in the life of a social media star.
It is unclear when the Watch tab will become active.