NBCUniversal is increasing the reach of some of its most popular shows with original content coming to Snapchat.
The multiyear deal, announced this morning, will bring programming and advertising created specifically in a mobile-first format as a way to expand reach and engagement with Snapchat's more than 150 million users.
The Comcast-owned media company will debut "The Voice on Snapchat" on Aug. 22 in the form of a five-episode series ahead of the reality music competition's television premiere in mid-September. The series—starring judges including Miley Cyrus and Adam Levine—will include user-submitted content for a chance to appear on the first night of the new season.
Later this fall, other shows will begin airing on Snapchat Discover, including "E! News," "The Tonight Show With Jimmy Fallon" and "Saturday Night Live." Other shows in NBCUniversal's portfolio will follow.
"From entertainment to news and sports, NBCUniversal has an unparalleled lineup, and Snapchat is the perfect partner to help us reach millions of fans where they are every day," Ron Lamprecht, NBCUniversal's evp of business development and digital distribution, said in a statement.
This isn't the first time NBCUniversal will be creating Snapchat-first videos. It's already partnering with BuzzFeed to create original content during the Rio Olympics. No advertising partners have yet been announced, but NBCUniveral said it's developing and selling sponsored packages with both mobile and video options.