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Offering a hint as to why its impending IPO is attracting huge valuation, research from Ampere Analysis has stated that Snapchat is unlike any other social media video platform in the audience it attracts and the way it impacts viewing behaviour.

The analyst says that the social platform delivers a young audience who rely on their mobile phones for viewing, potentially changing the way producers think about the future of programming. Ampere calculates that more than half of all Snapchat video viewers are under 25 and that combined with the ascent of digital native content as an outlet for brands and professional video, the value of Snapchat becomes clear. By contrast, it notes that Facebook and YouTube both deliver a broader audience that show more average age characteristics.

Snapchat video viewers skew heavily towards the use of a mobile phone for regular video viewing, particularly for those who watch daily. Ampere believes that computers and smart TVs are more significant for all daily viewers of online video viewers. When viewing is on-the-go, smartphones leave tablets far behind. The challenge for content creators is to produce the right content for the right device, said Ampere, and that in most cases a multi-channel strategy is essential to reach all viewers.

“Addressing the ubiquity of the smartphone, and the ‘snacking’ nature of much of digital native viewing will be key for content creators,” said Ampere research director Guy Bisson. “This can be as simple as looking to vertical video formats that better fit the mobile screen, but increasingly it will also be about looking for ways to monetise the specific formats that social media-driven video offers such as live streaming.

This research shows the importance of taking a holistic view of the next-generation entertainment market. Looking not only at what engages a younger audience, but also at how and where they watch opens the door to innovative content strategies. The provision of live sports streams on Twitter is a great example of giving the younger audience what they want in a place they want to see it.”