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Snapchat Discover lands in Germany with Vice and Sky Sports announced as publishing partners


By Rebecca Stewart, Trends Editor

April 25, 2017 | 3 min read

Vice, Sky Sports, Spiegel Online and Bild have signed up to become Snapchat's first partners for its Discover platform in Germany.


Snapchat has furthered its European push with launch of Discover in Germany

The messaging app has launched its premium content offering in the country just weeks after poaching Marianne Bullwinkel from Facebook to serve as country manager for Germany, Austria, Switzerland (DACH).

Snapchat Discover launched globally in 2015 and the messaging app counts the New York Times, MTV, BuzzFeed, Cosmopolitan and Bleacher Report among its roster of media partners who generate content for the section on a daily basis.

The four launch partners in Germany, including German's largest tabloid Bild, will create content in-house for readers and publish fresh editions within Snapchat's walls each day.

To mark the launch, Snapchat is letting users in the country decorate their selfies with interactive Snapchat Lenses featuring the publishers' mastheads.


Following stiff competition from Instagram and Facebook in its key markets, the company appears to have earmarked Germany as hotbed for growth, with plans to launch an office in the country in the next few months. There is already a small sales team working in the region and, while there's no specific German user figures from Snap, the company said in its IPO filing that 53 million people across Europe used the app daily.

"We want Snapchatters everywhere to have content that is relevant to them, in their own language, from trusted media brands," said Nick Bell, vice-president of content at Snap Inc.

"Starting today, German Snapchatters will for the first time have local content in Germany, in German, from German publishers. We’re delighted that Bild, Spiegel online, Sky Sport and Vice are kicking off our launch, each bringing something unique to our growing number of Snapchatters in Germany."

Fresh forecasts from eMarketer have indicated that opening up Snapchat is becoming a "daily habit" for users in Germany. 24.3% of Snapchatters said they used the service every day, with the figure marking a 207% increase from 2015 for the platform.

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