Snapchat’s subscription play is shaping up to be one of media’s most compelling plotlines in 2025.
While subscriptions are still a modest slice of Snap’s revenue pie, they’re giving the company’s top line a noticeable lift. Case in point: Snap’s ad revenue climbed 10% to $1.25 billion in its last quarter, but thanks to $123 million in non-ad revenue — largely driven by its member program, Snapchat+ — the company posted a 15% overall revenue jump to $1.37 billion.
It’s a rare win for a platform navigating a precarious business model, heavily dependent on fiercely contested ad dollars.
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