Snapchat+ Hits 25 Million Subscribers, Generating $1 Billion Annually

Snapchat’s premium subscription service, Snapchat+, has crossed the 25 million subscriber mark, with Snap now pulling in more than $1 billion annually from its non-advertising business. The achievement signals a significant shift in how the platform is building sustainable revenue, reducing its dependence on advertising alone.

Launched in late 2022 as an early-access program for its most engaged users, Snapchat+ has grown into one of the fastest-expanding consumer subscription services in the world, recording subscriber growth every single quarter since its debut. The service offers exclusive features, customization tools, and early access to new platform updates, making it a compelling proposition for dedicated Snapchat users.

Why Diversification Matters for Snap

Snap faces real pressure to grow revenue beyond traditional advertising. User growth in key markets like the United States and European Union has plateaued, suggesting the platform may be approaching saturation. Retaining older users also remains a persistent challenge, as Snapchat continues to skew toward a younger demographic. With limited room to expand its audience, maximizing revenue from existing users has become a strategic priority.

What Comes Next for Snapchat’s Business

Beyond subscriptions, Snap is betting on its upcoming Specs AR glasses to carve out a position in the augmented reality space. However, competition from Meta’s AI glasses and a planned AR device from Apple will make that a tough market to crack. For now, Snapchat+ remains the clearest growth driver, complementing ad revenue and providing a more predictable income stream as the platform navigates an increasingly competitive social media landscape.