A news report Monday evening says the photo sharing app Snapchat will be launching its rumored content channel — complete with brand-sponsored video — as soon as Tuesday morning.
After Snapchat finally began to monetize its technology last fall with big-brand ads included in users’ apps, reports surfaced that the company was building a content network in partnership with media companies that would serve up disappearing content to users.
“Discover,” the product’s name, would feature content from brands including Comedy Central, Food Network, CNN, National Geographic, Vice, and Warner Music Group, reports the New York Post.
The launch would come just over a month after 13-month-old leaked emails from chief executive Evan Spiegel warned of Facebook’s possible implosion. In the email, Spiegel argued that Facebook’s ad revenue has shifted from big brand dollars to money from app installs from startups, creating a less sustainable model.
If Spiegel believes that big brands are the future, he’s backing up his words with strategic actions. Discover is all about partnering with big media companies.
Snapchat, which famously turned down a $3 billion acquisition from Facebook in November 2013, now has 100 million users around the world.