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Illustration: Greg Ruben / Axios; Photo: Mark Lennihan / AP

Snapchat has launched over a dozen exclusive mobile partnerships this year, many of which are with TV networks, hoping to reach millennials who are cutting the cord. By comparison, Facebook and Twitter have been slow to win over publishers for exclusive video deals, focusing instead on pursuing live-streaming contracts, particularly in sports, and entertainment.

Why it matters: Snapchat can't stop Facebook from copying its features and eating its 'Stories' audience, so the self-proclaimed "camera company" is setting itself up to beat Facebook in the content game. Specifically, Snap is hoping to capture a piece of the roughly $70 billion U.S. TV ad market.

Why publishers like Snap: New Nielsen data commissioned by Snapchat and provided exclusively to Axios shows that Snapchat provided a 16% increase in average monthly reach in Discover partners' TV audience, compared to a 5% decrease for the six months prior to the partnership. Digital companies are finding similar success. The same study shows that Snap provided a 20% increase in average monthly desktop reach, and a 23% increase in their average monthly mobile reach for publishers on Discover. In some cases, Snapchat's younger reach means money. Per Mashable CEO Pete Cashmore:

Snapchat is our biggest revenue source on distributed platforms ... It's very profitable for us because it's a huge audience and it's an audience that we can't reach elsewhere.

What's next: Social platforms are becoming new homes for original content in shorter, digital-first formats. Grabyo media agency President Mike Kelley tells Axios, "Ad buyers see we have entered into a new era of content deals on social media platforms. They are competing for digital distribution rights through a combination of license fees, advertising or revenue share. The social platforms have become the new Comcast or DirectTV and are extending the 'golden age' of content for the foreseeable future."

Go deeper

Mike Allen, author of AM
2 hours ago - World

Courage vs. coddling with China

Peng Shuai of China serves during the China Open in Beijing in 2017. Photo: Andy Wong/AP

The women's professional tennis tour suspended tournaments in China Wednesday out of concern for Peng Shuai, on the same day that a top business voice made excuses for Beijing.

Why it matters: Ahead of February's Winter Olympics in Beijing, some sports figures are taking on the regime — while Big Business shrinks from confrontation with the world's second-largest economy.

2 hours ago - Sports

What to know about the first MLB lockout since 1995

Illustration: Shoshana Gordon/Axios

Hope you enjoyed the recent flurry of free-agent activity, because it's likely the last non-lockout-related MLB news for a while.

Driving the news: The owners locked out the players after the collective bargaining agreement expired at midnight last night, leading to MLB's ninth work stoppage — and first since 1995.

Biden extends mask mandates for travelers into 2022

President Biden delivers remarks at the White House on Dec. 1. Photo: Anna Moneymaker via Getty Images

President Biden will announce new testing protocols for international travelers on Thursday and extend masking requirements through March as the U.S. prepares to fight the Omicron variant this winter, according to senior administration officials.

Driving the news: The U.S. will tighten pre-departure testing protocols starting early next week by requiring all inbound international travelers to take COVID-19 tests within one day of their departure rather than three.