Snapchat’s publisher platform is getting crowded.
What started as a group of 11 publishers almost a year ago is now up to 17 and counting. That’s not a lot when compared to the broader Internet, but it’s definitely a lot to fit on one screen within Snapchat, where these publishers are competing for time with the app’s millennial-heavy audience. Make no mistake, publishers are getting competitive. One publisher we spoke with referred to it as “The Hunger Games.”