Observed Signal · Feb 17, 2026 · Product Launch · Source: CNBC Technology · Impact: 4/5 · Sentiment: Positive
Snap Introduces Creator Subscriptions to Boost Revenue Streams
Snap is testing a paid "Creator Subscriptions" feature that lets Snapchat users subscribe to individual creators for exclusive content and recurring payments. The test begins with an initial cohort of about 15 creators (with ~10 more expected in the U.S.) and outreach to Canada, the U.K. and France. Creators can set monthly prices between $4.99 and $19.99 and will receive roughly 60% of subscription revenue after platform fees; Snap will provide performance data to help creators price offerings. The feature will be available initially to eligible iOS users only. Snap framed the move as part of efforts to diversify beyond advertising and build predictable revenue after reporting 24 million subscribers across Snapchat+ and Memories Storage Plans (up 71% year over year) and 474 million daily active users (down 3 million from the prior quarter). The rollout places Snap in competition with direct-to-fan subscription services and platform subscription products from rivals.
Major social platform (Snap) rolling out direct-to-fan subscription monetization shifts revenue mix away from ads, affects creator economics and competitive dynamics across platforms and subscription/billing models.
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Key Takeaways & Evidence Grounding
- Snap began testing "Creator Subscriptions" with an initial group of about 15 creators, with ~10 more expected in the U.S.
- Creators can set subscription prices between $4.99 and $19.99 per month; creators will receive approximately 60% of revenue after platform fees.
- Feature provides exclusive content access (direct photos/videos, subscriber-only Story, prioritized text replies) and will initially be available to eligible Apple iOS users.
- Snap reported 24 million users of Snapchat+ and Memories Storage Plans (71% year-over-year growth) and 474 million daily active users (down 3 million quarter-over-quarter).
- Snap positions the subscriptions as a way to diversify revenue beyond advertising and build more predictable creator income streams.
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Snapchat Unveils Creator Subscriptions for U.S. Users
Snapchat is launching a Creator Subscriptions alpha with select U.S. creators starting February 23, allowing users to pay monthly for exclusive creator content. Participating creators (including Jeremiah Brown, Harry Jowsey and Skai Jackson) can set monthly prices in-app while Snap suggests tier options. Subscriptions unlock subscriber-only content, priority replies to a creator’s public Stories, and ad-free viewing of that creator’s Stories. Snap positions the feature as an additional monetization channel alongside existing programs such as the Unified Monetization Program and the Snap Star Collab Studio. The company reported 946 million monthly active users in Q4 2025 and said it will expand the subscription program to Snap Stars in Canada, the U.K. and France in the coming weeks. Meta already offers creator subscriptions on Instagram and Facebook.
Snapchat Launches Creator Subscriptions
Snapchat is launching Creator Subscriptions in alpha, with US-only testers starting February 23 including Jeremiah Brown, Harry Jowsey, and Skai Jackson. Canada, the United Kingdom, and France will gain access in coming weeks, followed by broader European rollout. The new option lets creators offer exclusive content (Snaps and Stories) to subscribers, provide priority replies to public stories, and deliver ad-free experiences to paying fans. Creators can set prices within Snapchat’s suggested tiers, enabling variable pricing across fan segments. This adds to Snapchat’s existing monetization options, such as the Unified Monetization Program and Snap Star Collab Studio (which supports earnings via Lenses). The platform notes Snapchat has 946 million active users, and Snapchat+ totals over 25 million paying subscribers with an annual run rate around $1 billion.
Snapchat+ Surpasses 25M Subscribers, Hits $1B Revenue Mark!
Snap announced its direct-revenue business has reached a $1 billion annualized revenue run rate, driven largely by Snapchat+, which has surpassed 25 million subscribers. Launched in 2022 at $3.99/month, Snapchat+ has expanded into multiple paid tiers over the past year — including Lens+ ($8.99/month), an ad-free Platinum tier ($15.99/month), and a paid storage plan ($1.99/month). Snapchat+ subscribers receive up to 250GB of storage while Platinum users get 5TB. Snap also began an alpha test of creator subscriptions in the U.S., allowing creators (including Jeremiah Brown, Harry Jowsey and Skai Jackson) to set monthly prices for subscriber-only content, priority replies and ad-free experiences for their Stories. Snap says it will continue to grow Snapchat+ focusing on customization and community features, and the move has prompted similar subscription tests from competitors such as Meta.
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