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Snapchat is an app that keeps its users interested, consistently releasing new features and improvements that keep it relevant and entertaining. It comes as no surprise then that users watch a collective 10 billion videos a day on the app, Bloomberg reported Thursday and Snapchat confirmed.

Bloomberg similarly reported numbers in February stemming from a meeting with investors, saying Snapchat videos reach 8 billion every day.

That's a rapid increase in a short amount of time, and falls in line with recent polls showing Snapchat as the most popular app among teens.

Due to lack of consistent openness about this kind of information, it's hard to tell how Snapchat stacks up against similar services like Facebook or YouTube. YouTube says it gets "billions of views" every day, while Facebook's most recent number from 2015 is 8 billion daily video views, TechCrunch reported.

Video is certainly becoming one of the main ways people are sharing information and communicating with each other on the Internet and through apps, and Snapchat is managing a steady climb in that market share by introducing new features without bogging down the base intent of the app: sharing temporary photos and videos.

As Facebook dives headfirst into live video with Facebook Live, it's possible that Snapchat could follow suit. Snapchat has been dipping its toes into live video with the occasional live event coverage.

Snapchat will eventually hit a peak, as there are only so many people on the planet and hours in the day to watch videos, but as long as the app keeps getting interesting new features and updates, its number will undoubtedly keep surging.

BONUS: What makes people love Snapchat so much

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