Snapchat is enormously popular among teenagers—and is catching the eye of some adults—thanks in large part to video.
The app now sees 10 billion daily video views—up from 8 billion in February, according to Bloomberg, which also tipped a growing number of video "Stories" broadcast to mobile devices. Snapchat has not made its video consumption data public; instead, the company is sharing stats with investors "to help explain that its app is focused on serving people who create and broadcast content, not just consume it," Bloomberg said.
Snapchat did not immediately respond to PCMag's request for comment.
Though it started as a way to send self-destructing photos with snippets of text, Snapchat has grown into a formidable social network, offering video and audio calls, face-swapping selfies, and faster ways to catch up with friends. Content still disappears after being viewed, but the app also lets users post clips to a Snapchat Story, where it can be viewed by a number of friends for 24 hours.
Mobile video has been the Next Big Thing for awhile now. Indeed, Vine's six-second looping clips have gone viral, while live streams from Periscope and Facebook are gaining momentum.
Snapchat in March boasted 100 million active users who spend 25 to 30 minutes every day on the app, watching videos from friends and brands, as well as creating new content.
For more, see PCMag's reviews of Snapchat for iPhone and Android.