Snapchat goes vocal for local, ignites Gen Z frenzy – Mint

Copyright &copy HT Digital Streams Limited All Rights Reserved. Snapchat said total time spent watching content on the platform has doubled in India over the past two years as it attempts to localize the service and deepen engagement with Gen Z users that it views as its target audience. (REUTERS) Summary Snapchat reports that total time spent on its platform has doubled in India in two years, driven by engagement with Gen Z. The number of official Snap Stars has increased by 1.5 times, underscoring a growing demand for authentic content. Snapchat’s attempts to tailor its app, features, and content experience to suit local tastes, aesthetic sense, culture and user behaviour have seen its popularity soar in India. The time spent watching content on the American multimedia instant messaging app has doubled in India over the past two years, boosted by its efforts to customize the service and deepen engagement with Gen Z, whom it views as its key target audience, a top company official said. The company declined to share the exact time spent on the platform, but industry estimates put it at 15-30 minutes per day per user in the country, where it boasts 250 million active users.
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