Hollywood networks and streamers are increasingly turning to Snapchat to drive awards season marketing campaigns and capture critical demographic groups, according to reporting published by The Hollywood Reporter in September 2026. While traditional campaigns rely heavily on Instagram, TikTok, YouTube, and X, entertainment marketers are using Snapchat features like augmented reality lenses and sponsored content to stand out during competitive windows like the Emmys.
Reaching Gen Z Through Casual Informality
According to data reported by The Hollywood Reporter, Snapchat reaches over 75% of the 13- to 34-year-old demographic across more than 25 countries. Entertainment marketers target the platform because its casual nature appeals to younger audiences who favor authenticity over heavily curated content. In addition to Gen Z users, nearly one in four Snapchat users are 35 or older, expanding the reach of promotional campaigns across multiple age groups.
Snap Inc. reported 971 million global monthly active users during the second quarter of 2026, marking a 4% increase year-over-year. According to Snap Inc. Head of Media and Entertainment Laurel Duquette, the platform transforms passive viewers into active participants during major cultural events. “Entertainment has always been about creating moments people want to talk about and share, and Snapchat gives marketers a unique opportunity to invite fans into those moments,” Duquette stated in coverage published by The Hollywood Reporter.
Interactive Tools and Augmented Reality Stunts
Entertainment brands utilize several core features within the application to connect with audiences. Sponsored Snaps placed directly in the chat feed allow studios to deliver teaser clips, behind-the-scenes footage, and promotional materials natively where users communicate with friends. Augmented reality lenses transform real-world environments and user selfies into show-themed experiences, while customizable Bitmojis enable digital fashion partnerships and product integrations.
Marketers also use Snap Map and Promoted Places to establish branded landmarks and location-based events. For instance, ahead of the third-season premiere of House of the Dragon, HBO and Snapchat collaborated on an activation in New York’s Times Square. According to The Hollywood Reporter, the campaign featured a four-sided Snapchat AR Mirror that allowed fans to see themselves wearing Queen Rhaenyra Targaryen’s crown. The recorded footage was projected onto Outfront billboards in Times Square, complementing a broader digital strategy that included AR lenses, Snap Ads, and Sponsored Snaps.
Frequently Asked Questions
What percentage of Gen Z uses Snapchat?
According to The Hollywood Reporter, Snapchat reaches over 75% of the 13- to 34-year-old population in more than 25 countries.
How many users does Snapchat have globally?
Snap reported 971 million global monthly active users in the second quarter of 2026, representing a 4% year-over-year increase, as noted by The Hollywood Reporter.
What specific features do entertainment marketers use on Snapchat?
Marketers use Sponsored Snaps in chat feeds, augmented reality lenses, customizable Bitmojis for digital fashion, and Promoted Places on Snap Map to promote television series and films.
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