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Snapchat's 30 million paid subscribers now grow faster than its ads business

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Snapchat's 30 million paid subscribers now grow faster than its ads business

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

Snap's subscription revenue jumped 84% while advertising grew just 4%, revealing how platforms are building business models that don't need brands to work.

Snapchat passed 30 million paid subscribers across Snapchat+, Memories Storage and Lens+ in Q3 2026, up 5 million since February. The milestone itself is unremarkable. What matters is the trajectory underneath it.

Snap's "other revenue" (subscriptions, in-app purchases and direct payments) grew 84% year on year, while advertising revenue grew 4%. The company reported more than 25 million paid subscribers and a $1 billion annualised revenue run rate for its direct-revenue business in February 2026. Nine months later, it has crossed 30 million.

The platform is building a revenue engine that grows independently of advertiser budgets. For brands that rely on Snapchat reach, that changes the underlying deal.

84% growth in Snap's subscription revenue, Q3 2026 Snap Q3 2026 earnings

The 30 million figure includes Snapchat+ ($3.99/month), Lens+ ($8.99/month for premium AR lenses), Snapchat+ Platinum ($15.99/month for an ad-free tier) and Memories Storage plans (starting at $1.99/month). Snap does not break out how many subscribe to each.

99/month for additional storage or upgrade to Snapchat+ to keep their saved content. That shift moved storage from cost centre to revenue line, and forced adoption.



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