Snapchat parent Snap has signed a roster of bonafide celebrities, including Serena Williams, Arnold Schwarzenegger, Kevin Hart, and YouTube star Emma Chamberlain, to make exclusive shows for its platform. The idea is to take what these celebrities have already been posting through their personal Snapchat accounts and distribute it to a wider audience via the app’s Discover section. Terms of the deals, including any ad revenue sharing agreements, weren’t disclosed.
Snap’s success in original content has been a bright spot for the company, although it’s unclear how its early efforts in producing exclusive shows have contributed to the app’s overall growth. A company spokesperson said that time spent watching shows on Snapchat has tripled every day over the last year. Snapchat rebounded last quarter with 4 million new daily users after a year of declining and then flat growth.