The Olympics have been a reliable cash cow for NBC going back for decades, but a younger generation isn't nearly as interested in watching linear television. So here comes Snapchat to save the day: the messaging app of choice for young millennials will host highlights from the 2016 Summer Games for two weeks, Bloomberg reports. The highlights will appear in the "live stories" feed and will include a mix of content licensed from NBC and snaps from athletes and fans. The Snapchat deal marks the first time NBC has allowed Olympics highlights to be broadcast anywhere but on NBC-owned properties.
The deal, which is exclusive to the United States, will also see BuzzFeed creating an Olympics-themed Discover channel that will run daily for the two weeks of the games. Snapchat will share revenue from ads in the live stories and Discover channel with its partners. (NBCUniversal, which is owned by Comcast, is an investor in BuzzFeed. It is also an investor in Vox Media, The Verge's parent company.) And while Snapchat is the first social network to make a deal with NBC, it might not be the last — NBC also hopes to broadcast highlights on Facebook and Twitter, the president of NBC Olympics told Bloomberg.