The Gist:  58% of HQ Trivia’s most engaged audience is between the ages of 13 – 24.

If you’re like me, you’ve spent nearly every night over the last few weeks glued to your phone at 9 pm EST waiting for the countdown for HQ Trivia to begin. Don’t worry; if you have no idea what I’m talking about, you’re not alone–nearly three-quarters of Americans over the age of 13 haven’t heard of it either.

But among the 27% of those who have caught wind of this new trivia game show app, one-third have either downloaded it or plan to soon. 13% of those who have heard of it play it regularly (including myself). This means the creators of the app have figured out how to keep millions of Americans digitally captive for ten mins or so, in some cases twice per day (the show goes live at 3 pm and 9 pm EST each day).

The craziest part about it is they’re currently making no money! According to third-party sources, it’s all investor funded as of right now. But as you can imagine, brands have started knocking at the door trying to figure out how to get involved.

It’s unclear as to what the founders of this hot new app have in mind, but if they intend to start offering advertising or partnership opportunities eventually, this will become a direct digital entry-point for brands to reach Gen-Z and young Millennials. 58% of HQ Trivias most active audience is made up of 13-24-year-olds, while those who have heard of the app but don’t plan to download it are mostly made up of adults over the age of 45.

While it’s still early on for HQ Trivia, if they can increase awareness, it’s not impossible to suggest that the app could reach the same levels of engagement that Snapchat does today; with 13% of Americans over the age of 13 being daily users of the social media app.

After all, in late 2013, Snapchat was only known among 44% of Americans, and just 8% used the app and loved it. Those numbers aren’t far off from where HQ Trivia stands today, in its early inception.

Stay tuned as we keep tracking HQ Trivia.