Brands launch short-form, mobile entertainment

In our Generations Report, Cassandra discovered that just over half of Gen Zs prefer to watch video on a digital device. The following entertainment brands are reaching this young cohort where they spend their time, launching short-form content that caters to their desire for entertainment on the small screen.


Last fall, Snapchat released 12 short-form shows as part of Snap Originals, its new entertainment offering. The series spanned different genres—from drama to horror to docu-series—and provided a new experience for Snapchat’s mobile-first young consumers. In addition to releasing new programming, the brand also launched branded AR portals through the app, allowing users to pop into scenes from the shows they watch and feel like they’re a part of the entertainment they’re consuming. Such opportunities to interact with the series and characters they follow resonate among today’s youth, who like to engage with popular culture and feel like stars in their own right.


New mobile video streaming app Quibi hopes to succeed where others have faltered. The high-profile startup, which launches next spring, will feature A-list talent in short-form movies and TV shows that are produced by top Hollywood studios. Quibi’s founders have already enlisted Academy Award-winning director Guillermo Del Toro and horror producer Jason Blum to produce original programs for the app. With the knowledge that young consumers are turning more and more frequently to their mobile devices for video entertainment, Quibi hopes to capture those viewers willing to pay for high-caliber content made specifically for the mobile environment.


NBC is joining the ranks of CBS, ABC, and CNN with the launch of NBC News NOW, a streaming service geared toward a new generation of young news consumers. The service currently offers eight hours of live programming a day (which NBC plans to eventually expand into a 24/7 coverage cycle) and is viewable via the NBC News mobile app. Audiences can tune in to view short-form videos highlighting breaking news, news analysis, and interviews. The brand has already seen success with its Snapchat news program, “Stay Tuned,” and hopes that this move to generate live short-form news programming will continue to resonate among their young viewers.