Snap Surpasses 30 Million Paid Subscribers Across Snapchat+ and Other Plans

Snap has more than 30 million paid subscribers across Snapchat+ and other plans, the company said in its third-quarter earnings. Non-advertising other revenue grew 84 percent compared with last year. The company said Lens+ has grown nearly 600 percent since January 2026.

Subscription plans and growth

Snap introduced Snapchat+ in 2022, offering bonus features such as the ability to see which friends re-watched your Story. Since then, it has added Lens+, a subscription for AI-powered AR effects; Platinum, which eliminates advertising; and paid storage for the app's Memory feature. The company did not share a breakdown of subscribers across all plans.

AI features and Lens+

Lens+ growth suggests at least some Snapchat users are particularly enthusiastic about AI-powered features, including AI Photoshoot, an AI photo editing feature. CEO Evan Spiegel said during the company's earnings call that AI-powered features had helped Lens+ exceed expectations, demonstrating how new creative experiences can drive demand for paid products. Snap is less associated with AI than some of its social media peers, but AI has helped it drive paid subscribers. X revealed earlier this year that it had about 6.3 million paid subscribers across X Premium and Grok.

Users, advertising and regulation

Spiegel said that advertising revenue was growing "below our ambitions" and that the company had only added 2 million new daily users since last quarter. Snap said it would focus on reporting monthly active users rather than daily users beginning in 2027. Snapchat currently has 977 million monthly users. Snap also warned that its legal challenges and increased regulatory scrutiny on youth-related issues could affect its prospects, citing numerous lawsuits over alleged safety issues and state attorneys general pressing for additional safety features following Meta's high-profile settlement.

Sources: Engadget