The National Football League has doubled down on its Snapchat strategy this season, in turn doubling the audience for highlights of its Sunday games as it commits more resources to the app even as some media partners pull back.
This year, the NFL's updated strategy on Snapchat includes posting a rolling highlights reel every Sunday instead of the single highlight video it used to post after game day. That change helped take the highlights from about 1 million viewers on average last year to about 2 million on average this year, according Juan Borrero, Snapchat's head of sports partnerships.
"We know fans care about NFL content," Borrero says. "But [we asked ourselves] how can we make them come back and actually engage with the content throughout the day?"