Publishers have been flocking to the five-year-old app, trying to capture its young, growing user base. Some estimates say Snapchat now boasts more daily users than Twitter. With these changes, publishers will be competing more aggressively for subscribers. With some reports saying Snapchat could be exploring a Facebook News Feed-style algorithmic feed—letting computer programs sort content instead of humans—the number of subscribers could become an important metric for Snapchat publishers.

Discover, which was launched in January 2015, is Snapchat’s first big attempt at monetizing its platform. It has already attracted media behemoths like ESPN, MTV, CNN, Buzzfeed, and Vice. Snapchat is reportedly projecting $300 million in revenue this year, with a bulk of that coming from ad revenue generated through Discover.

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