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Snapchat is adding a new portal for editorial content from a range of media partners, the company said Tuesday. The new feature, called “Discover,” will offer Snapchat users video content from National Geographic, Vice, Comedy Central and others, including TIME sister publication PEOPLE.

“Snapchat Discover is a new way to explore Stories from different editorial teams,” reads Snapchat’s announcement of the new feature. “It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first.”

The deal makes sense for the publishers involved, many of whom are looking for ways to put their content in front of younger users to build relationships as their income levels — and thus value to advertisers — increases. Most of Snapchat’s 100 million-plus monthly users are between the ages of 13 and 25, with many users checking the app multiple times a day.

While big brands like McDonalds and Taco Bell have long used Snapchat as a way to connect to younger consumers, the company didn’t roll out a formal advertising mechanism until this past October. These pieces of sponsored content, like a sneak preview of the movie Ouija, appear in users’ feeds under more traditional messages from friends.

Snapchat is currently valued at about $10 billion. The startup, helmed by CEO Evan Spiegel, turned down a $3 billion acquisition offer from Facebook back in 2013.

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