It will be the major event of this summer, and a major win for Snapchat, as the platform has struck a deal with NBC to show clips from the Rio Olympics.
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It is the first time that NBC will allow broadcasting of its content outside its own network, and the first time a social media platform will get to share video content from the Olympics.
The Olympics are usually hard to cover on social media platforms: if you are not an official organiser or sponsor, you face a full embargo that often stops any brands from even mentioning the games on social media.
To that extent, being able to share video content from the Olympic Games is a major win for Snapchat. NBC will not only allow the platform to share clips of its content, it will also use the platform to show off the field interactions and provide a more personal perspective from athletes.
The deal is a big WIN for both sides: Snapchat won’t have to pay for the content, and NBC will get a huge opportunity to capture the interest of users who usually stay away from live TV.
Gary Henkel, president of NBC Olympics explained:
[quote]We have never allowed the distribution of any game highlights off NBC’s own platforms, but Snapchat really effectively reaches a very important demographic in the United States, and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games.[/quote]
Of course, Twitter was the first platform to strike a major broadcasting deal, but nothing as big and universal as the Olympic Games.
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