London – The key finding in “The New Social TV – on Snapchat”, a television innovation report published this week by digital media research company Futurescape is the first critical appraisal of how major television broadcasters are innovating original Social TV content and formats, partnering with Snapchat.

It highlights that the new Social TV is emerging from the television industry, via Snapchat. This is in marked contrast with the first, early 2010s generation, which was driven by VC-funded technology startups and Twitter.

Major television companies are now taking the lead. They are developing original content and formats and investing in independent producers which make Social TV, to reach Snapchat’s 150 million daily active users. The broadcasters’ strategy for this new generation of Social TV is to create mobile-native content and formats, which are integrated with and distributed through the Snapchat app.

“Their willingness to experiment and take risks early on enables them to discover and determine how to entertain, inform and engage viewers via mobile. Competitors who are not involved in Social TV on Snapchat risk being left behind, while the innovators take a lead in cultivating audiences with new TV-based mobile formats and content,” said Futurescape Director Colin Donald,