Snapchat+ Crosses 30M Paid Subscribers
Original: Snapchat surpasses 30M paid subscribers
Why This Matters
Subscription revenue diversification matters as Snap's ad business continues to underperform.
Snap announced 30M paid subscribers across Snapchat+, Memories Storage, and Lens+ in its Q3 2026 earnings—up 5M since February—but shares fell 12% on missed ad revenue and DAU targets.
Snap crossed 30 million paid subscribers as of Q3 2026, up from 25 million in February, the company disclosed in its third-quarter earnings release. The milestone spans three tiers: Snapchat+ at $3.99/month, Lens+ at $8.99/month (AR and exclusive Lenses), and Snapchat+ Platinum at $15.99/month with an ad-free experience. CEO Evan Spiegel credited AI-powered features for Lens+ outperforming expectations. "Paid subscribers still represent a small share of our monthly community, giving us room to grow," he wrote in the investor letter. Despite the subscriber win, the broader earnings picture was rougher. Snap reported 495 million daily active users—up from 493 million last quarter but short of analyst estimates of 499 million. Ad revenue also missed targets, sending shares down 12%. The company said it won't chase daily engagement metrics at the expense of long-term community health, and plans to improve advertiser performance and expand business reach tools. Snapchat+ launched in 2022; the paid storage requirement for Memories, introduced a year ago, contributed to subscriber growth.