Q1 performance
MAU milestone
In Q1, Snap reached a milestone with 900 million monthly active users (MAU), as it aims to reach a target of 1 billion MAU. Daily active users (DAU) increased 9% YoY to 460 million. While DAU in North America dipped 1%, Europe and Rest of World recorded increases of 3% and 16% respectively.
The company’s efforts to drive engagement are yielding positive results, with a rise in global time spent watching content. The total number of Snap Star Spotlight posts grew over 125% YoY in the first quarter.
Advertising
Snap’s advertising revenue grew 9% YoY to $1.21 billion in Q1 2025, driven by a 14% increase in DR advertising revenue. Brand-oriented advertising revenue was down 3% YoY. The small and medium business client segment helped in driving a 60% growth in total active advertisers during the quarter.
No Outlook
Due to the ongoing macroeconomic uncertainty and its impact on advertising demand, Snap decided not to provide guidance for the second quarter of 2025. In its earnings report, the company stated that while its top line revenue has continued to grow, it has experienced headwinds to start the current quarter, and believes it is prudent to continue to balance its level of investment with realized revenue growth. Snap expects DAU to reach 468 million in Q2 2025.