Snap to launch creator subscriptions in push to diversify revenue – CNBC

Evan Spiegel, CEO of Snap Inc., attends the annual Allen and Co. Sun Valley Media and Technology Conference at the Sun Valley Resort in Sun Valley, Idaho, July 9, 2025. David A. Grogan | CNBC Snap is introducing a subscription feature that will allow creators to earn recurring income directly from their most engaged fans, as the social media company works to diversify beyond advertising. The Los Angeles company will begin testing “Creator Subscriptions,” as the feature is called, on Monday, starting with a small cohort of Snapchat creators, the company told CNBC exclusively. With user growth moderating, Snap’s expansion into paid creator subscriptions emphasizes the company’s initiative to grow income beyond advertising and build more predictable revenue streams. “In the year ahead, growth in subscribers will be a critical input metric to track our progress,” Snap CEO Evan Spiegel wrote earlier this month as part of the company’s fourth-quarter results. Snap’s existing subscription offerings, Snapchat+ and Memories Storage Plans, grew 71% year over year to reach 24 million users in the period. However, the company reported 474 million daily active users, down 3 million from the previous quarter. With the upcoming feature, Snapchat users will be able to pay
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