Snap has confirmed it now counts over 30 million consumers paying for premium services on its platform. The milestone reflects growth in its Snapchat+ offerings, as well as extra revenue from Memories storage and Lens+ subscriptions. The number marks a rise of 5 million since early 2026, when it reported passing the 25 million mark.
Subscription tiers expand and prices vary
Introduced in 2022, Snapchat+ offers users early access to features and other special perks at a base cost of US$3.99 per month. Since then, the company has added higher-priced tiers: Lens+ at US$8.99 monthly, bringing exclusive lenses and augmented reality content; and Snapchat+ Platinum, US$15.99 per month, which removes ads entirely. In addition, Snap now monetizes Memories by introducing a free storage limit, charging US$1.99 per month for extra storage or bundling it with Snapchat+ so users don’t lose access to their saved memories.
Usage, revenue, and ad challenges
Snap reported reaching 495 million daily active users (DAUs) during its third quarter of fiscal 2026—slightly up from 493 million the previous quarter, but just short of the 499 million analysts had anticipated. Despite this subscriber growth, Snap’s ad revenue lagged expectations, which contributed to a 12% drop in its stock price following the earnings release.
The company emphasized in its earnings letter that while daily engagement remains stable relative to monthly activity, it will not sacrifice long-term community value for short-term usage metrics. The focus, executives say, will remain on enhancing advertiser performance and creating more premium tools to drive sustainable growth.
What this means going forward
This achievement underscores Snap’s push to diversify revenue beyond advertising through tiered subscription models. Adding optional paid features like exclusive AR lenses and premium storage helps Snap monetize more thoroughly, especially among users willing to pay for added utility or experience.
Still, with paid subscriptions making up a relatively small slice of the monthly active user base, there’s considerable headroom. If Snap can sharpen its ad products and keep expanding what premium tiers offer, the company could lean more on these higher-margin sources of income to offset soft spots in ad growth.
While surpassing 30 million paid users is a notable milestone, the coming quarters will test whether Snap can turn subscriptions and higher-tier offerings into durable revenue engines—and whether shifting free user expectations (like storage limits) will generate growth or user pushback.
