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Snapchat video views at 10 billion a day

The ephemeral-photo app is quickly becoming a place where video is made.

Snapchat's chatty users like video.

Roughly 10 billion videos are viewed on Snapchat, the ephemeral-photo app that's becoming a media platform, up a quarter from February, according to the same-named company behind the app.

Snapchat is using the data, which was earlier reported by Bloomberg, to show its investors that DJ Khaled's stomping ground is a place where content is made, not just consumed.

Like the photos, the videos can quickly disappear.

The company was founded in 2011 by three Stanford University students as a way to share photos that would self-destruct after a few seconds, freeing people from the fear that their awkward pictures might be seen by the wrong people. Celebrities, including Lady Gaga, Rihanna and Justin Bieber, also use it to reach their fans in an ephemeral way.

Now Snapchat has reached Facebook levels of popularity for video. Snapchat famously turned down a $3 billion buyout offer from Facebook in 2013.