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Snap crossed 30 million paid subscribers across its premium services, marking a major shift in how the company earns revenue beyond advertising. The company announced the milestone with its third-quarter 2026 results.
The figure includes users of Snapchat+, Lens+, Memories Storage and Snapchat+ Platinum. Snap did not disclose the split between these plans, but said overall paid adoption has accelerated sharply this year.
Snap said AI-powered creative tools have become a key reason users are choosing paid plans. Lens+, which offers advanced AI and augmented-reality photo features, has grown nearly 600% since January 2026. Chief executive Evan Spiegel said the response to AI-led features had exceeded the company’s expectations. The company now sees subscription products as a more durable revenue stream alongside advertising.
Snap’s ‘Other’ revenue, which includes subscriptions and related services, grew 84% year over year in the third quarter. That growth gives the company a stronger cushion as advertiser spending remains competitive and uneven across platforms.
The milestone follows steady expansion of Snapchat+, which Snap launched in 2022. The basic plan costs USD 3.99 a month and offers exclusive features, early access to tools and customization options.
Despite the progress, paid users still represent a small share of Snapchat’s total audience. Snap reported about 977 million monthly active users, which means the company has considerable room to convert more users into paying customers.
Snap expects AI-powered creative tools, storage and ad-free experiences to increase the appeal of its subscriptions. The company is also working to improve discovery and engagement to bring more users into its premium ecosystem.
The subscriber milestone comes at a time when Snap’s advertising business faces pressure. Reports noted that daily active users came in slightly below expectations, and the company’s shares fell after the earnings announcement.
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