Snap pilots paid Creator Subscriptions to build predictable recurring revenue

Snap pilots paid Creator Subscriptions to build recurring revenue

Snap Inc. is beginning tests of a paid Creator Subscriptions feature as it seeks to broaden revenue beyond advertising and create more predictable income for creators, the Los Angeles company says. The feature enters trials with a small cohort of Snapchat creators and lets users pay a monthly fee, set by creators between $4.99 and $19.99, for exclusive content including direct photos or videos and access to a subscriber-only Story. Subscribers can also send text replies that creators can feature at the top of their public Story.

The company says creators keep roughly 60% of subscription revenue after platform fees, and the product is supported by creator performance data to help guide pricing decisions. Snap positions the tool as a way for creators to earn recurring income from their most engaged fans while retaining control over price and content. The launch complements existing paid offerings such as Snapchat+ and Memories Storage Plans, which the company notes have grown as users embrace paid features.

Snap frames the move as a strategic response to slowing user growth. The company reports 474 million daily active users, down three million from the prior quarter, and CEO Evan Spiegel warns that “growth in subscribers will be a critical input metric” going forward. Executives describe Creator Subscriptions as rooted in “real relationships,” aiming to convert a portion of the platform’s active base into predictable, subscription-based revenue as advertising dynamics shift.

Competition intensifies as platforms court creator-paid subscribers

Snap enters an increasingly crowded direct-to-fan market that includes long-established services such as Patreon, Substack and OnlyFans, alongside big tech platforms that already offer in-app subscriptions. YouTube’s Channel Memberships pay creators about 70% of membership revenue after taxes and fees, while Meta’s current policy allows creators to keep 100% after fees, setting competitive benchmarks Snap must meet as it scales the new product.

Product design and creator economics remain central to adoption

Snap tests the feature with performance metrics and creator feedback to refine pricing guidance and engagement tools, signaling an iterative rollout rather than an immediate broad release. The company highlights that predictable creator earnings and closer fan relationships are core to the offering, aiming to differentiate Snapchat’s approach in a market where revenue share, discoverability and community features drive creator choice.