Snapchat CEO Evan Spiegel tweeted out a week ago that the app’s Coachella Live Story, a curated collection of video snippets submitted by people at the music festival, had drawn more than 40 million viewers over the weekend.
For Snapchat’s advertisers and media partners, the question is who’s in that audience. And while the company has started to shed some light on the area, the partners are still pressuring them to reveal much more.
On the face of it, the figure was impressive, adding to a string of impressive numbers reported by Snapchat that seem to demonstrate its ability to reach a young, connected audience. Compare that number to the 20 million or so people who tune in Sunday Night Football and suddenly Snapchat appears not so much a niche app, but something that competes with TV in scale.
But the blunt comparisons across mediums that Snapchat and other social media sites continue to tout are tricky.