Snapchat Emerges as Secret Weapon for TV Awards Marketing
Snapchat is increasingly used by networks and streamers to promote shows during awards season, particularly to reach Gen Z audiences. The platform reaches over 75% of people aged 13-34 in more than 25 countries and has grown to nearly a billion monthly active users. Its informal nature and features like Sponsored Snaps offer unique engagement opportunities for entertainment campaigns.
Snapchat's user base has expanded significantly, with the platform reporting 971 million global monthly active users in Q2 2026, a 4% year-over-year increase. While it reaches over 75% of people aged 13-34 across more than 25 countries, the demographic is broader than just Gen Z—nearly one in four users is 35 or older. The platform's growth suggests it has moved well beyond its original disappearing-message identity.
The company has actively courted entertainment partnerships, exemplified by its collaboration with HBO to bring House of the Dragon-themed experiences to New York streets. Snap's marketing tools include Sponsored Snaps in Chat for exclusive content delivery, augmented reality Lenses, Bitmoji integrations, and location-based Promoted Places on Snap Map. Snap's head of media and entertainment, Laurel Duquette, emphasizes the platform's ability to transform audiences from passive viewers into active participants.
This trend could reshape how entertainment marketers allocate budgets, potentially shifting focus from polished Instagram aesthetics toward Snapchat's informal, interactive formats. Younger audiences may encounter award-contending shows through AR experiences and peer-to-peer sharing rather than traditional trailers, possibly influencing which productions gain cultural traction. As networks compete for Gen Z attention, Snapchat's participatory approach could make awards-season buzz more democratized, though it may also intensify pressure on marketers to constantly innovate engagement tactics.