June 22, 2021

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Snapchat Usage and Growth Statistics: How Many People Use Snapchat in 2021?

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Snapchat launched in July 2011 as an ephemeral messaging platform. It was initially only available on iOS, under the name Picaboo. The app didn’t take off right away, with only 127 users in its first few months.

A rebrand to Snapchat and release on Android fueled rapid growth. Then, the app quickly reached a milestone of 100,000 daily active users about a year after launch.

Today, Snapchat has more than 265 million daily active users around the globe. Financial year-over-growth is strong too, with annual revenue reaching $2.5 billion in 2020.

Here’s an overview of what you’ll learn about Snapchat in 2021:

Snapchat Usage Statistics (Top Picks)

  • Snapchat currently has 265 million daily active users worldwide.
  • 65.29% of Snapchat daily active users are based outside of North America.
  • Snapchat reaches 75% of the millennial and Gen Z population in the US.
  • On average, 5 billion Snaps are created every day.
  • Market capitalization of Snap Inc. is $98.82 billion.
  • Snapchat registered $2.5 billion in annual revenue in 2020.
  • Snapchat holds 782 patents.

How many users access Snapchat on a daily basis?

According to company data, Snapchat has 265 million daily active users worldwide. An increase of 67.72% from 158 million at the end of 2016.

Snapchat reported the highest year-over-year percentage user increase in 2014, with 104% growth.

While the worst performing year for user growth was 2018 when Snapchat ended the year with 186 million daily active users — a decrease of 1 million users compared to the end of 2017.

Since 2014, Snapchat has recorded an average inflow of 32.88 million (median – 36 million) daily active users on a yearly basis.

Here’s the table on Snapchat daily active users growth since 2012:

Year Number of daily active users
Q2 2012 100 thousand
Q4 2012 1 million
Q1 2013 8.04 million
Q2 2013 17.53 million
Q3 2013 25.62 million
Q4 2013 34.8 million
Q1 2014 46 million
Q2 2014 57 million
Q3 2014 62 million
Q4 2014 71 million
Q1 2015 80 million
Q2 2015 86 million
Q3 2015 94 million
Q4 2015 107 million
Q1 2016 122 million
Q2 2016 143 million
Q3 2016 153 million
Q4 2016 158 million
Q1 2017 166 million
Q2 2017 173 million
Q3 2017 178 million
Q4 2017 187 million
Q1 2018 191 million
Q2 2018 188 million
Q3 2018 186 million
Q4 2018 186 million
Q1 2019 190 million
Q2 2019 203 million
Q3 2019 210 million
Q4 2019 218 million
Q1 2020 229 million
Q2 2020 238 million
Q3 2020 249 million
Q4 2020 265 million

Source: Business Insider, Snapchat.

Snapchat daily active user growth by region: North America

According to company data, 34.71% (92 million) of Snapchat daily active users are based in North America (incl. Mexico, the Caribbean, and Central America).

The Snapchat daily active user base in North America has grown by 91.6% over the last 5 years (2015-2020), from 48 million at the end of 2015.

We’ve charted Snapchat daily active user growth in North America since 2013 by quarter:

Year Number of daily active users
Q1 2013 6.598 million
Q2 2013 11.9 million
Q3 2013 16.58 million
Q4 2013 21.21 million
Q1 2014 26 million
Q2 2014 30 million
Q3 2014 32 million
Q4 2014 35 million
Q1 2015 38 million
Q2 2015 40 million
Q3 2015 44 million
Q4 2015 48 million
Q1 2016 64 million
Q2 2016 61 million
Q3 2016 65 million
Q4 2016 68 million
Q1 2017 71 million
Q2 2017 75 million
Q3 2017 77 million
Q4 2017 80 million
Q1 2018 81 million
Q2 2018 80 million
Q3 2018 79 million
Q4 2018 79 million
Q1 2019 80 million
Q2 2019 83 million
Q3 2019 84 million
Q4 2019 86 million
Q1 2020 88 million
Q2 2020 90 million
Q3 2020 90 million
Q4 2020 92 million

The share of Snapchat users based in North America (among worldwide Snapchatters) has been on a steady decline since 2013.

Here’s the table with Snapchat user share in North America since 2013:

Year Share
2013 60.94%
2014 49.29%
2015 44.86%
2016 43.04%
2017 42.78%
2018 42.47%
2019 39.45%
2020 34.71%

Source: Snapchat.

Snapchat daily active user growth by region: Europe

According to company data, 27.92% (74 million) of Snapchat daily active users are based in Europe (incl. Russia, Turkey).

The Snapchat user base in Europe has increased by 117.65% since 2015, at which point the continent was home to 34 million daily active users.

Here’s the table on Snapchat user growth in Europe since 2013:

Year Number of daily active users
Q1 2013 0.96 million
Q2 2013 3.85 million
Q3 2013 6.51 million
Q4 2013 9.66 million
Q1 2014 14 million
Q2 2014 18 million
Q3 2014 20 million
Q4 2014 23 million
Q1 2015 27 million
Q2 2015 29 million
Q3 2015 30 million
Q4 2015 34 million
Q1 2016 39 million
Q2 2016 46 million
Q3 2016 49 million
Q4 2016 52 million
Q1 2017 55 million
Q2 2017 57 million
Q3 2017 57 million
Q4 2017 60 million
Q1 2018 62 million
Q2 2018 61 million
Q3 2018 59 million
Q4 2018 60 million
Q1 2019 61 million
Q2 2019 64 million
Q3 2019 65 million
Q4 2019 67 million
Q1 2020 70 million
Q2 2020 71 million
Q3 2020 72 million
Q4 2020 74 million

The share of European users among worldwide Snapchatters has been in the range of 27-36% throughout the period 2013-2020.

We’ve prepared the table on the share of European users among the global Snapchat audience:

Year Share
2013 27.76%
2014 32.39%
2015 31.77%
2016 32.91%
2017 32.08%
2018 32.26%
2019 30.73%
2020 27.92%

Source: Snapchat.

Snapchat daily active user growth by region: Rest of the World

According to company data, 37.36% (99 million) of Snapchat daily active users are located in Asia, Africa, South America and Australia.

The international Snapchat user base (excl. Europe) has increased by 55% in 2020, adding 35 million new daily active users in the region.

Snapchat has added 75 million daily active users based outside of North America and Europe in the past 5 years (2015-2020) alone.

We’ve charted the growth of the daily active Snapchat user base in Asia, Africa, South America and Australia since 2013:

Year Number of daily active users
Q1 2013 0.54 million
Q2 2013 1.76 million
Q3 2013 2.89 million
Q4 2013 3.91 million
Q1 2014 6 million
Q2 2014 9 million
Q3 2014 11 million
Q4 2014 13 million
Q1 2015 16 million
Q2 2015 18 million
Q3 2015 20 million
Q4 2015 24 million
Q1 2016 29 million
Q2 2016 36 million
Q3 2016 39 million
Q4 2016 39 million
Q1 2017 40 million
Q2 2017 42 million
Q3 2017 44 million
Q4 2017 47 million
Q1 2018 48 million
Q2 2018 47 million
Q3 2018 47 million
Q4 2018 47 million
Q1 2019 49 million
Q2 2019 56 million
Q3 2019 61 million
Q4 2019 64 million
Q1 2020 71 million
Q2 2020 77 million
Q3 2020 87 million
Q4 2020 99 million

Source: Snapchat.

How many Snaps are created every day?

A “Snap” is a picture or video you send to someone via the Snapchat app.

According to Snap Inc., an average of 5+ billion snaps are created every day. An increase of 25% from 4+ billion in Q2 2020.

Source: Snapchat.

Snapchat product features

Snapchat has introduced 83 product features since 2011.

Its recent innovations include Spotlight (discovery feature for top-performing videos), Happening Now (curation of news stories), and Snap Games (games by Snapchat & third-party developers available in the app).

Here’s a table with the number of Snapchat product innovations introduced since 2011 by year:

Year Number (incl. highlights)
2011 2 (Visual Communication, Ephemeral Messaging)
2012 2 (Android, Video Snaps)
2013 3 (Reply, Smart Filters, Stories)
2014 6 (Snap Ads, Geofilters, Chat)
2015 7 (Story Explorer, Discover, Snapcodes)
2016 10 (Bitmoji, Stickers, Spectacles)
2017 11 (Voice Filters, Snap Map, Ads Manager)
2018 13 (Group Video Chat, Snappables, Snap Originals)
2019 14 (Cameos, Bitmoji TV, Snap Select)
2020 15 (Spotlight, Camera Kit, Dynamic Lenses)

Source: Snapchat.

Snapchat feature: Spotlight

Launched in November 2020, Spotlight is a platform for sharing the most entertaining user-generated Snaps, which are tailored to each Snapchat user (“Snapchatter”).

Snapchat pays over $1 million daily to creators of top-performing videos on the platform. The entertainment platform receives more than 175,000 submissions per day on average.

Over 100 million users engage with the Spotlight product feature on a monthly basis.

Source: Snapchat.

Snapchat feature: Snap Map

Snap Map is a location sharing feature of Snapchat, which allows users to find other users and places on a map.

According to Snap Inc.’s internal data, 250+ million users access Snap Map on a monthly basis. An increase from 200+ million users in Q2 2020.

35 million businesses are viewable on the Snap Map.

Source: Snapchat.

Snapchat acquisitions

According to CB Insights, Snapchat has made 23 acquisitions since 2014.

One of the recent major Snapchat acquisitions includes the reported $166 million purchase of AI Factory. The computer vision startup helped enable Cameos (an animated selfie-based feature) on the platform.

According to Crunchbase data, Snapchat has spent $582 million on acquiring 5 companies with publicly reported prices.

Almost half of Snapchat acquisitions (47.83%) were announced in 2016 & 2017.

Year Number of acquisitions
2014 3
2015 2
2016 5
2017 6
2018 2
2019 2
2020 2
2021 (as of February 2021) 2

Source: TechCrunch, CB Insights, Crunchbase.

Snapchat patents

According to CB Insights data, Snap Inc. holds a total of 782 patents.

In the last 3 years alone (2018-2020), Snap Inc. has been granted 445 patents (56.9% of all its current patents).

Note: Data may not include all patent entries.
Year Number of patents
2012 6
2013 9
2014 30
2015 62
2016 77
2017 140
2018 129
2019 169
2020 147

Source: CB Insights.

Snapchat annual revenue

Snapchat has reported $2.5 billion in annual revenue for 2020. An increase of 118.86% compared with $1.18 billion two years earlier.

Here’s the table of Snapchat annual revenue since 2014:

Year Annual revenue (in millions)
2014 $3.1
2015 $59
2016 $404
2017 $825
2018 $1,180
2019 $1,716
2020 $2,507

Source: Business Insider, Snapchat.

Snapchat annual revenue by region: North America

The North American market (inc, Mexico, the Caribbean, and Central America) contributed 70.8% ($1.775 billion) of Snapchat’s annual revenue in 2020.

Here’s the table of Snapchat annual revenue in the North America region since 2016:

Year Annual revenue (in millions)
2016 $363
2017 $675
2018 $781
2019 $1,068
2020 $1,775

Source: Snapchat.

Snapchat annual revenue by region: Europe

The European region (incl. Russia and Turkey) contributed 15.91% ($399 million) of Snapchat’s annual revenue in 2020.

Since 2017, Snapchat annual revenue from the European market has grown by 3.91 times.

We’ve prepared the table on Snapchat Europe market annual revenue since 2016:

Year Annual revenue (in millions)
2016 $36
2017 $102
2018 $186
2019 $269
2020 $399

Source: Snapchat.

Snapchat annual revenue by region: Rest of the World

The Rest of the World (Asia, Africa, South America, Australia) market contributes 13.28% ($333 million) of Snapchat annual revenue.

Here’s the Snapchat annual revenue growth in Asia, Africa, South America and Australia since 2016:

Year Annual revenue (in millions)
2016 $6
2017 $60
2018 $170
2019 $263
2020 $333

Source: Snapchat.

Snapchat average revenue per user

Snapchat defines average revenue per user (ARPU) as quarterly revenue divided by the average daily active users. Annual ARPU is calculated as the sum of each reported quarterly ARPU.

Snapchat reported an average revenue of $10.09 per user in 2020. A 116.99% increase from $4.65 three years earlier.

Here’s the table on average Snapchat revenue per user since 2015:

Year Average revenue per user
2015 $0.59
2015 $2.71
2015 $4.65
2015 $6.29
2015 $8.29
2015 $10.09

Source: Snapchat.

Snapchat audience reach by country

Snapchat’s user base in its 10 largest markets (by the size of the social platform audience) contributes a total of 63.59% (316.8 million) of Snapchat’s global advertising audience reach (total of 498.2 million).

Here’s the list of the 10 largest country markets for Snapchat advertising audience:

Country Reach
USA 108 million
India 74.35 million
France 24.5 million
UK 21.1 million
Saudi Arabia 19.6 million
Mexico 17.95 million
Germany 15.35 million
Philippines 12.75 million
Brazil 11.95 million
Iraq 11.25 million

Source: Hootsuite.

Snapchat audience reach rate by country

On a worldwide level, the reach of Snapchat advertising audiences makes up 8.2% of the population aged 13+.

In 10 countries, more than 40% of the population (aged 13+) can be reached with Snapchat advertising.

Here’s the list of countries with the highest reach rate of the population aged 13+:

Country Reach of 13+ audience
Saudi Arabia 71.4%
Norway 71.2%
Luxembourg 64.7%
Kuwait 57.1%
Denmark 51.0%
Ireland 47.8%
Sweden 47.8%
France 44.2%
Iraq 41.4%
Bahrain 40.4%

Source: Hootsuite.

Snapchat daily usage

According to eMarketer estimates, the average US Snapchat user spends 26 minutes per day on the app in 2021. A slight increase from 24 minutes reported in 2016.

According to AudienceProject data, 54% of American Snapchat users access the app on a daily basis.

Source: eMarketer, AudienceProject.

Snapchat gender demographics

The Snapchat ad audience predominantly consists of female users with 57.4%. The male audience makes up most of the remainder, at 40.9%.

Source: Hootsuite.

Snapchat age demographics

According to AudienceProject data, 48% of US internet users aged 15 to 25 use Snapchat.

For internet users older than 36, Snapchat usage penetration in the US is below 20%.

Here’s the table showing the percentage penetration of Snapchat by age group in the US:

Age group Share of Snapchat users (among internet users)
15-25 years 48%
26-35 years 30%
36-45 years 18%
46-55 years 11%
56+ years 5%

Source: Statista.

How many people work at Snapchat?

Snapchat has 3,863 full-time employees.

54% (2,086) of Snapchat full-time employees are involved in engineering roles.

Snapchat currently has 360 job listings posted on Linkedin and hires across 30 locations (plus remote work).

According to Comparably data, the average compensation at Snap Inc. is $110,642, while the median is $120,203.

Based on H1B Salary Database data, employees at Snap Inc. in the US on H-1B visas (employment visas for foreign workers) receive a median base salary of $124,738.

Sources: Snapchat, Macrotrends, LinkedIn, Comparably, H1B Salary Database.

Conclusion

You’re done! That’s the end of my list of Snapchat user and revenue statistics.

Snapchat user growth has slowed down, especially in mature markets like North America and Europe, but has done well with increasing revenue in the past few years.

Now I want to hear from you:

Do you think Snapchat shows strong promise as a social media platform for years to come? Or do you think it’s going to fade?

Do you have any questions about the listed facts and figures? Or have you got suggestions for this Snapchat stats roundup?

Anyway, feel free to leave a comment below.

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