As broadcast and cable networks cheer any audience in the millions, Snapchat's "Phone Swap" has scored a first-season average of 11 million, peaking at 14 million.
The gaudy numbers for the reality series—granted, with a far shorter running time than in the network or streaming world—have earned a renewal for another season. Its producer, Elizabeth Murdoch's Vertical Networks, says it is in talks to adapt the show for linear television. The show's first season ends July 7.
"We've been delighted with the reaction to Phone Swap," Vertical Networks CEO Tom Wright said, according to Hollywood Reporter. "We believe that the format has real potential to travel to other platforms, and having a partner with Robin Ashbrook's huge experience on board will give us the best chance of achieving this. This has been a great start in our ambition to create original IP based on our deep insights into the mobile-first audience, and we are excited to see how our upcoming shows develop."
In the show, two strangers exchange phones before deciding whether to go on a date. Vertical launched Snapchat production with "Phone Swap" and also programs the male-oriented Discover channel Brother. The social media platform has also put two more shows in the pipeline, "Yes Theory" and "Without Limits," which are slated to debut this summer.
According to the Hollywood Reporter, Vertical has enlisted Robin Ashbrook, whose credits include the Fox hits "MasterChef" and "MasterChef Junior," to adapt "Phone Swap" for television.
Snapchat, which has exploded in popularity in the past couple of years, draws a large audience weighted toward 13-to-34-year-olds, a target prized by advertisers. It has been expanding its Discover video offerings, teaming with established networks and show franchises to produce customized versions of ESPN highlights, E! news reports and companion original series connected with NBC's "The Voice" and ABC's "The Bachelor."