Snap’s Direct Revenue Business Reaches $1B Annualized Revenue Run Rate as Subscription Community Surpasses 25 Million Snapchatters

Every day, millions of people use Snapchat to connect with friends and family in ways that feel personal and real. Today, we’re excited to share that our direct revenue category—the portfolio of products where Snapchatters support the platform directly—has exceeded a $1B annualized revenue run rate. This milestone is anchored by our global subscription community, which has now surpassed 25 million members.

Since launching in late 2022, Snapchat+ has become one of the fastest-growing consumer subscription services globally, with subscriber growth every quarter. What started as an early-access program for our most engaged Snapchatters has quickly scaled into a meaningful business—one that now represents a strong and growing revenue stream alongside our ads business.

But Snapchat+ isn’t just growing quickly. It’s working because it’s built around something deeply human.

Snapchat plays an intimate role in people’s lives—it’s where millions connect everyday with the people who matter most to them. With more than 946 million monthly active users worldwide, Snapchat is on a path toward reaching one billion people globally.

Snapchat+ succeeds by giving our community more ways to personalize and elevate their Snapchat experience. Features that may sound simple on paper—like pinning a best friend, customizing chat wallpapers, or adding a Bitmoji Pet—are deeply meaningful in practice.

When you open a conversation with your spouse and see a photo of your children as the background, or chat with siblings and see your family pet appear alongside your Bitmoji, those moments add warmth, context, and joy to everyday communication.

Customization, self-expression, and friendship continue to be at the heart of Snapchat+ engagement and retention.

In addition to our core Snapchat+ subscription, we’ve introduced paid versions of Lens+, Snapchat Platinum, and Memories Storage Plans which offer even more ways for Snapchatters to shape their experience.

• Lens+ gives subscribers access to advanced AI- and AR-powered creative tools, including exclusive generative AI Lenses and unlimited use of the Imagine Lens—an open-prompt image generation Lens that lets Snapchatters dream something up, bring it to life, and share it instantly.

• Snapchat Platinum offers Subscribers an ad-light experience, keeping the focus on content from friends and creators they love. 

• Memories Storage Plans offer the unique group of Snapchatters with more than 5GB of Memories, meaning thousands and thousands of Snaps, an option to upgrade and increase storage. This subscription allows us to invest in the Memories product for the long term to keep our communities most cherished Snaps right at their finger tips.

Looking ahead, we’re continuing to grow Snapchat+ with ongoing investment in customization and community-driven features. Yesterday, we announced we’re expanding opportunities for creators with Creator Subscriptions, a new product that allows fans to subscribe directly to creators for exclusive content, priority engagement, and an ad-free experience within creators’ Stories.

We’re incredibly grateful to the 25 million Snapchatters who choose to subscribe and help shape the future of Snapchat. Their creativity, feedback, and enthusiasm continue to not only inspire what we build next, but invest in an even better Snapchat. 

Here’s to making Snapchat even more personal, expressive, and fun—together. 💛

Happy Snapping!

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