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“Snapchat TV” was not a television channel, streaming box, or clearly defined standalone product. It was the catchy label used by iMore for Snapchat’s reported 2017 push into short, professionally produced original shows distributed inside Snapchat’s Stories/Discover experience. The underlying article, written by Cella Lao Rousseau and published on May 5, 2017, is a real standalone iMore story, but its future-tense plans should not be mistaken for a current Snapchat service.
What “Snapchat TV” meant
In its May 5, 2017 article, iMore used “Snapchat TV” to describe Snapchat’s expansion from user-created Snaps into episodic, professionally made video. The concept was a slate of original programs designed for mobile viewing and delivered within Snapchat, rather than a conventional broadcast network.
- Not a separate television channel: the article does not establish a linear network or cable service.
- Not hardware: there is no evidence here of a Snapchat television set, streaming box, or connected-TV product.
- Not necessarily an official product name: the wording functions as an editorial shorthand for an original-content initiative.
- Yes, a content strategy: Snapchat was reported to be pursuing short, recurring shows from established media partners.
That distinction matters because the title can sound like a permanent brand. The evidence supports a 2017 programming plan, not an enduring product formally called Snapchat TV.
What programming Snapchat planned
The article described a mobile-first schedule rather than full-length television episodes:
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- Episodes of approximately three to five minutes.
- Two or three new episodes per day were expected.
- Distribution was expected through Snapchat’s Stories area, in the 2017 product context often associated with publisher content and Discover.
Those figures describe what Snapchat was reportedly planning at the time. They are not evidence of a current release cadence, catalog, or interface path. Snapchat’s navigation and content products have changed since 2017, so “Stories” should be read as a historical distribution description rather than present-day instructions.
Which companies were connected to the plan?
iMore named a broad group of media and entertainment companies in connection with Snapchat’s original-video effort. The article did not provide the same deal status, production commitment, or launch confirmation for every name.
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| How the article presented the connection | Companies named | How to interpret it |
|---|---|---|
| Deals or content arrangements reported in the article’s partner list | NBCUniversal, Turner, A+E Networks, Discovery, BBC, ABC, ESPN, Vice Media, Vertical Networks, the NFL, and Metro-Goldwyn-Mayer | The report grouped these companies with Snapchat’s original-content efforts, but did not establish identical contracts or simultaneous launches for all of them. |
| Discussions | CBS and Fox | Reported negotiations, not proof that a Snapchat show from either company launched. |
| Possible announcement | Food Network | The article said related content might be announced; that is weaker than a confirmed production or release. |
A responsible retrospective should therefore avoid saying that every named company produced a show, or that all partnerships went live at once.
Why Snapchat wanted original shows
The article framed the initiative as a way to use Snapchat’s large, young audience as a destination for professional video. Several strategic aims follow from the reported format and partnerships:
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- Access thousands of shows with Fire TV - Watch over 1.5 million streaming movies and TV episodes with access to thousands of channels, apps and Alexa skills, including Prime Video, Netflix, Hulu, HBO Max, YouTube, Apple TV+, Disney+, ESPN+, Sling TV, Paramount+, and other services right from this TV.*
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- Supports HDMI ARC - Sends audio directly from the HDMI jack to a compatible soundbar or AV receiver, removing the need for an extra cable.
- More frequent visits: releasing multiple short episodes daily could give users a reason to return.
- Professional advertising inventory: polished programs are easier to package for advertisers than an entirely user-generated feed.
- Recognizable brands and production expertise: established publishers, leagues, and studios could supply talent, franchises, and newsroom or production capacity.
- A broader platform identity: original shows would position Snapchat as a media destination, not only a messaging app.
- Mobile-native viewing: three-to-five-minute installments fit short sessions and vertical, social discovery better than traditional television runtimes.
These are strategic implications of the reported plan, not a claim that Snapchat publicly guaranteed each business outcome.
How this fit the 2017 platform-video race
iMore compared Snapchat’s effort with Twitter’s then-recent plan to bring live video to users around the clock through partners including Live Nation, Major League Baseball, and Bloomberg. The comparison was about contemporary platform strategies: social services were trying to secure professional programming and live events alongside user posts.
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- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
- A world of free entertainment: Enjoy a huge selection of free live TV, news, sports, movies, shows, and much more—all just a click away.
- More streaming, less searching: With personalized picks right on your Home Screen, quick access to the sports and entertainment you watch most, and fast and easy search in one place—the days of endless scrolling are over.
It should not be read as proof that Snapchat invented short-form digital video, or that no similar service existed elsewhere. The narrower point was that Snapchat was pursuing its own publisher-led programming model at a moment when major platforms were competing for video attention.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Was Snapchat TV a real television service?
Based on the available article, no. There is no established separate Snapchat TV app, broadcast channel, hardware device, or formal long-term service name. Viewers were expected to encounter the programs inside Snapchat’s existing content environment, specifically the Stories experience as described in 2017.
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That also means there is no responsible basis here for telling readers that they can watch “Snapchat TV” today. The source does not verify a current service under that name, continued availability of the planned shows, regional eligibility, or a present-day menu route.
What the iMore article proves—and what it does not
What it establishes
- “Introducing Snapchat TV!” is a dedicated iMore article by Cella Lao Rousseau, published May 5, 2017.
- Snapchat was reported to be planning short original programs, roughly three to five minutes long.
- The expected plan called for two or three new episodes each day.
- The programs were expected to appear through Snapchat Stories.
- A wide range of media companies was associated with the initiative, with CBS and Fox described as discussion partners and Food Network content presented as a possibility.
What it leaves unresolved
- Which proposed shows actually launched and when.
- Whether every named company signed the same kind of agreement.
- Audience size, advertising revenue, or commercial performance.
- Whether “Snapchat TV” ever became an official, lasting brand.
- Whether any of the programming remains accessible now.
The iMore May 2017 archive places the story in its original context, and the Snapchat archive catalogs it as a conventional Snapchat article rather than a product page: May 2017 news archive and Snapchat archive.
How to read the title today
For a modern reader, the most accurate interpretation is simple: “Snapchat TV” was a 2017 editorial label for Snapchat’s ambitions in short-form original video. It describes a proposed programming slate and distribution strategy, not a standalone television service that can be assumed to exist now.
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