 |
| Snapchat continues to search for improved audio capabilities |
Snapchat has reached an agreement with media company NBCUniversal to broadcast audio clips from popular movies and TV shows (such as Bridesmaids, The Office, Parks and Recreation, Back to the Future, Shrek and Saturday Night Live) on social platforms.
In addition to music, users of the global platform can now add popular titles from the NBCUniversal list to their recordings.
Users who get a snapshot of friends with NBCUniversal Audio can choose to swipe up to see more information about the movie or show, as well as a link to access the track from wherever they are on the streaming platform.
“NBCUniversal has a list of creators,” said Ben Schwerin, senior vice president of content and partnerships at Snap, in a statement. We know that our users love to add quotes from their favorite movies and series to their shots to perfectly express that moment. NBCUniversal has always been our important long-term partner and we look forward to continuing to develop new experiences for our community together.
Snapchat and NBCUniversal reach an agreement
The NBCUniversal partnership follows a multi-year licensing agreement with Universal Music Group to bring the company's entire roster to the platform.
The deal allows platform users to access and use music from top artists through the sounds tool. It allows users to add songs to shots or stories via AR targets and curated playlists.
Universal Music Group is also partnering with the platform to bring more branded augmented reality lenses to Snapchat and create more e-commerce opportunities.
Many UMG artists have already used social media platforms to make their own recordings or to promote their music and products.
Last October, the platform also signed an agreement with Warner Music Group and Warner Chappell Music.
Since the audio functionality was introduced last year, more than 521 million videos have been created using this functionality. In the company's quarterly results last week, Snap said it had 306 million daily active users.
The platform's decision to expand its audio products may be in response to TikTok's growing popularity. Tik Tok has 1 billion users.