Hollyoaks to be first UK soap on Snapchat Discover following Channel 4 deal

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Channel 4 has announced a new partnership with Snap Inc, which will bring a series of new shows to the Snapchat Discover platform, content will be produced through 4Studio in Leeds.

It will start with Hollyoaks, with the Lime Pictures’ soap getting a unique augmented reality Lens experience, so users can create their own cliff-hangar ending.

The partnership will see more than 300 short form edits of Channel 4 content air on the Discover platform over the next year.

“We are hugely excited to bring more Channel 4 to Snapchat. We have a unique brand and taste and reach into the youth-dominated audience of Snap so the fit is clear,” said Alex Mahon, Chief Executive, Channel 4.

“This partnership allows us to further our mission to serve young audiences, to increase time spent with Channel 4 and to supercharge our social footprint across 2020.  We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration. I am particularly thrilled that Hollyoaks will be the first ever soap to feature on the platform offering Snapchatters a unique introduction to the joys of the best British Soap.”

The Hollyoaks made-for-mobile episodes will go live today, immediately after they’ve aired on television.

4Studio, Channel 4’s recently launched Leeds-based digital content hub, will be working with Snap and programme producers, to create the edits.

“Channel 4 shares our passion for creating mobile content in new ways. We are delighted to extend our successful relationship and bring even more great shows to UK Snapchatters. We can’t wait to see their distinctive storytelling style reimagined for the vertical screen,” said Sean Mills, Head of Content, Snap.

According to the company’s own figures, on average Snapchat is used by 229 million people every day. In the UK, Snapchat reaches over 80% of 13 to 24-year-olds.