Snapchat is reportedly trying to change the business model of its Discover section, to keep 100 per cent of ad revenues for itself.

Discover is a platform within the messaging app featuring daily editorial content from the likes of CNN, ESPN, Vice and The Daily Mail, specifically created for Snapchat and geared towards its demographic. After its launch in January 2015, Discover ads were reportedly being sold for around $100 per thousand views, an astronomically high rate that could be pulling in as much as $100,000 per day from video campaigns.

As it stands, those revenues are shared between Snapchat and the content creators, with the exact split depending on whether the ads are being sold by Snapchat or the publisher partners themselves – but according to Recode, that could all be about to change.

Instead of splitting revenues, Snapchat reportedly has plans to keep all ad revenues for itself.

That might sound like a tricky proposition to sell to those content partners, but in return it is offering  a flat up-front license fee. According to Recodes industry sources, talks with publishers have already begun, with these new deals due to be in place within the next month. Theres no word on the kind of fee Snapchat would be offering, but given those revenue figures, its not likely to be small potatoes.

Snapchats ad revenues are forecast to break the $1bn mark in 2017, according to eMarketer research. Discover is currently the single largest revenue source, accounting for 43 per cent of those ad dollars, but it is expected to be overtaken by Stories next year – this may all change, however, if these new deals come off.