Snapchat Adds Discover Channels for Tastemade, Mashable, IGN

Courtesy of Snapchat

Advertisers including Coca-Cola have signed onto the new channels at launch.

Snapchat is expanding Discover. 

The photo and video sharing app plans to add three new channels to its publisher platform. They are: food and travel video network Tastemade, tech news site Mashable and gaming news site IGN. 

These publishers join Discover's existing 12 publishers, bringing the total number of Discover channels to 15. Currently, BuzzFeed, Comedy Central, ESPN, CNN and Vice Media are among the brands featured on the Discover platform. Snapchat also programs exclusive and original content on its own branded channel. 

Tastemade, a YouTube network and digital production company, will feature programming from its global community of talent and has signed Coca-Cola as a sponsor at launch. All videos will be shot vertically to adhere to Snapchat's standard format. 

"We've been in talks with Tastemade for many months and are very enthusiastic about their team and their vision," said Snapchat head of content Nick Bell. "They've really embraced the vertical video aspect of the platform, and we think their coverage of food, travel and lifestyle will be a welcomed new perspective." 

Mashable will bring tech, lifestyle and culture news to its Discover channel that will include a mix of videos, interactive content, animations, illustrations and articles produced by the Mashable Collective and editorial teams. 

Though still in an early phase, Discover is key to Snapchat's plans to monetize its app, which began with disappearing photos but has since expanded into semi-permanent content. Last year, prior to the launch of Discover, Snapchat was making very little money, which is common among early-stage technology startups. According to a financial report obtained by Gawker, the Venice-based company lost $128 million in the first 11 months of 2014 and brought in $3 million in revenue. 

The new Discover channels will roll out on Thursday.