Topic Chats: One of the Internet’s Most Active Group Chats

Last year, we introduced Topic Chats: a new way for Snapchatters 18+ to drop into moderated, public conversations around the moments everyone’s talking about. Over the past few weeks, one of those topics has taken on a life of its own becoming one of the most active real-time group chats. 

The #marchmadness Topic Chat has quietly become a go-to place where tens of thousands of fans are reacting to the tournament together — live. From buzzer-beaters to bracket-busters, Snapchatters are showing up in the moment to share takes, celebrate wins, and process the plays as they happen.

By the Final Four round:

• More than 45,000 Snapchatters had joined since tip-off

• At peak moments, over 40,000 people were active in the chat at the same time

• More than 90,000 messages had been sent (and counting quickly)

What stands out isn’t just the scale — it’s the behavior.

Instead of scattering reactions across feeds, comment sections, or private messages, fans are gathering in one shared space. Topic Chats offered a more communal, synchronous way to experience a live event, closer to watching the game together than just posting about it after the fact.

This activity shows there’s real appetite for focused, real-time conversation around major cultural moments, especially when those spaces feel intentional, focused around shared passions, and well-moderated.

This year, the energy of March Madness didn’t just stay on the court, it showed up in the chat. So, while the tournament may be over, the way fans showed up together feels like something new.

Happy Snapping! 

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