Snap Inc, the company behind social media platform Snapchat, has had a good start to the year. In late April, the company reported that Q1 revenues (until March 31, 2025) increased 14% year-over-year to $1.36 bn. daily active users increased 9% year-over-year to 460 million, while monthly active users hit an impressive 900 million.
“We surpassed an important milestone in Q1, with our community growing to over 900 million monthly active users,” said Evan Spiegel, CEO. “Quarterly revenue increased 14% year-over-year, driven by the progress we have made with our direct-response advertising solutions, continued momentum in driving performance for small and medium sized businesses, and the growth of our Snapchat+ subscription business.”
Among key highlights, the company said that total active advertisers using Snapchat grew by 60% year-over-year in Q1. In parallel, other revenue – the majority of which is Snapchat+ subscription revenue – increased 75% year-over-year in Q1.
The Q1 results have been followed by a steady succession of upbeat announcements. This month, for example, the company launched Under the Ghost (pictured), a new music performance series hosted at Snapchat’s Santa Monica studio that aims to bring performances and conversations directly to the fans.
Explaining the concept, Snap said: “Under the Ghost isn’t about polished perfection, but rather an unfiltered glimpse into the creative process. Picture an artist, not on a grand stage, but in the intimate setting of a studio, sharing raw takes of new music. It’s your digital backstage pass, fostering a sense of genuine connection.”
The first official Under the Ghost artist was Kid Cudi, timed to the release of his new single Neverland. Kid Cudi performed a pre-release concert for an intimate audience of Snap Stars and superfans, where he debuted Neverland plus more unreleased music live for the first time. He also sat down with Snap’s head of music strategy, Manny Adler, to answer questions about his new music.
Addressing the commercial rationale for Under the Ghost, Snap said it “presents a strategic offering for brands. Future shows will provide unique sponsorship opportunities via full-funnel media packages, including Sponsored Snaps, creator content, Total Takeover placements and more, depending on the specific opportunity. The series offers advertisers a premium way to tap into music, culture, and community – all native to Snapchat and built to engage Gen Z and millennial audiences.”
Also in May, Snap used the IAB NewFronts to promote its “Say it in a Snap” brand campaign, announcing new tools and programs for brands to leverage the Snap community. According to the company, “advertisers will be more empowered to show up on Snapchat just like Snapchatters – engaging with them on their terms, within the spaces they love, and in the language they understand.”
The platform pushed the idea of “sponsored Snaps” which it said “help advertisers engage Snapchatters where they are – through visual messaging in their chat feed”. Citing an example, it said Wendy’s saw nearly 52m impressions and grew its public profile organic followers by +54% – all in a single day. During NewFronts, the company also unveiled several brand-friendly updates to sponsored Snaps.
May 2025 has also seen Snap open its new office in Paris. The company said this “strategic development confirms Snap’s strong presence in France and reaffirms its long-term commitment to innovation, creativity, and the growth of the local digital ecosystem. The opening of this new 4,000-square-meter office in the heart of Paris marks a new milestone for Snap and its more than 100 employees in France.”
Established in France since 2016, Snapchat has seen solid growth, driven by what it calls: “a large, loyal, and increasingly diverse audience. France stands out as one of the most dynamic and strategic markets for Snap, with a rich ecosystem of partnerships: Local media outlets, major cultural institutions, influential creators, and iconic brands trust us to activate large-scale campaigns and partnerships.”
Grégory Gazagne, general manager of Snap France, said: “France is a hub for innovation, culture, and creativity. By inaugurating this new office, we reaffirm our commitment to making France a cornerstone of our global strategy. Through our AR Studio Paris, we have not only developed cutting-edge AR experiences but also contributed to energising the local creative and technological job market.”
