Snap’s Direct Revenue Business Reaches $1B Annualized Revenue Run Rate as Subscription Community Surpasses 25 Million Snapchatters

The following Op-Ed written by Snap CEO Evan Spiegel was published in the Financial Times on February 18, 2026.

Snap’s growing portfolio of subscription products—including Snapchat+, Lens+, Snapchat Premium, and Memories Storage Plans—is reshaping how the company monetizes engagement.

Snap’s AR Studio Paris and the Musée du Louvre present The Incredible Unknowns of the Louvre, a free interactive augmented reality experience.

We’re introducing Creator Subscriptions to deepen fan engagement and unlock scalable creator revenue on Snapchat.

Now, timed to Safer Internet Day tomorrow, we’re expanding on Home Safe to offer improved functionality and new ways for Snapchatters to use location sharing on Snap Map to stay connected on the go.

Snapchat and Gucci are opening the door to a new AI-powered experience that invites Snapchatters to step into the luxury sector’s first Sponsored AI Lens and become one of Gucci’s iconic characters.

Two months into the implementation of Australia's Social Media Minimum Age (SMMA) law, Snapchat remains fully committed to complying with the legislation and supporting its underlying goal of improving online safety for young Australians.

Today we’re taking an important step to establish Specs Inc. as a distinct subsidiary within Snap Inc.