Snapchat has launched 18 new, exclusive shows in France with various partners that include M6, France Télévisions and its digital platform slash, as well as BFM TV, among others.

The social media sharing app, which targets teens and young adults, is aiming at keeping users on its platform for longer and take and take on competitors such as Instagram. The move follows similar recent content deals in the U the UK, Ireland and Norway.

In France, the focus is put on 3 to 7 minute news formats, created for  a population accustomed to short formats. Drama formats could follow soon according to Emmanuel Durand, president of Snapchat in France. Ad revenues generated from the shows will be shared with the partners.

Snapchat claims it has 13 million users in France, who use the app an average 20 times per day.

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