Snapchat Users, Stats, Data & Trends for 2025

This page contains all the data, insights, and trends you need to help you understand Snapchat adoption and use around the world in January 2025.

You’ll find DataReportal’s latest complete report on Snapchat use towards the bottom of this article, but first, we’ll explore some key headlines and trends for global Snapchat use.

Just before you dive into the findings, you may be interested to know that all of the data and analysis on this page has been curated by real humans, without the use of generative AI (click here to learn why we include this statement).

Please also note that we publish regular updates to this page, so the content featured below may change at any time.

As a result, if you’d like to reference or link to specific stats or content that won’t change over time, you might find our flagship Global Overview Reports, our regular Statshot Reports, or one of our local country reports to be a better choice.

Essential Snapchat statistics and trends for 2025

Data published in Snap’s own tools^(a) show that Snapchat ads reached 709 million users in January 2025.

This figure places Snapchat 7th in DataReportal’s latest ranking of social media platforms by reported ad reach outside of China, and confirms that Snapchat was one of the most popular services on the internet in early 2025.^(b)

However, it’s important to highlight that advertising reach figures are not a direct proxy for a platform’s overall user base, and — as we’ll explain later — Snapchat’s total active user count may be quite different to these ad audience figures.

Caveats aside though, these latest audience numbers indicate that Snapchat ads reached 8.6 percent of all the people on Earth in January 2025, based on the latest population data from the United Nations.^(c)

But having said that, Snap restricts the use of Snapchat to people aged 13 and above, so — as we’ll explore below — Snapchat’s “age eligible” adoption rate may be higher than this overall figure suggests.^(b)

And what’s more, Snap’s own data shows that Snapchat’s advertising reach enjoyed steady growth in the twelve months ending in January 2025.^(a)

More specifically, the total number of users that marketers could reach with Snapchat ads increased by 31.1 million (+4.6 percent) between January 2024 and January 2025.^(a)

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base.

Digging deeper

Want the full story? Scroll down to find the latest data, insights, and trends you need to understand Snapchat use all over the world, including:

• Figures for Snapchat adoption

• How quickly Snapchat use is growing

• Countries with the highest rates of Snapchat use

• Snapchat’s audience demographics

Towards the bottom of this page, you’ll also find a comprehensive report on Snapchat adoption and use all over the world.

And if you’re looking for even more perspective, you can learn how Snapchat compares to other social media platforms on our popular Social Media Users overview page.

Important notes on data and methodology

Unless stated otherwise, all of the figures that we report in this article represent Kepios’s analysis of data sourced directly from Snap’s own tools, resources, and statements.

You can find details of individual data sources listed at the bottom of this article.

Where we reference “ad reach” or “ad audience”, please note that the associated figures only identify the number of users or accounts that marketers may be able to reach with Snapchat ads.

These ad reach figures can be a useful indicator of trends in Snapchat adoption and use, but they are not a direct proxy for metrics like monthly active users, and should not be viewed as such.

Indeed, Kepios’s analysis shows that the ad reach figures published by most of the major social media platforms tend to be lower than the overall monthly active user figures that the same companies may publish from time to time in resources such as their investor earnings reports.

Meanwhile, ad reach figures may include duplicate and “inauthentic” accounts, as well as accounts that represent legitimate but “non-human” entities, including pets, businesses, brands, places of interest, music groups, and more.

Consequently, it’s important to stress that the figures you’ll find in this article may not be representative of Snapchat use by unique individuals.

As such, please pay careful attention to the definitions and labels that we use to describe each data point, in order to avoid any potential confusion or misrepresentation.

How many Snapchat users are there in 2025?

Snapchat is one of the world’s most popular social media platforms^(b), but just how many people use Snapchat today?

Based on data published in its own ad planning resources, Snapchat had at least 709 million users around the world in January 2025.^(a)

This figure suggests that 11.0 percent of all the people aged 13 and above around the world used Snapchat at the time of report production.^(c)

However, if we remove the people in this age group who live in China — where Snapchat remained “blocked” at the time of writing — the platform’s “eligible adoption rate” increases to 13.5 percent.^(c)

And for further context, Kepios’s analysis indicates that Snapchat ads reached 12.7 percent of the world’s internet users at the beginning of 2025.^(b)

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base.

How fast is Snapchat growing in 2025?

Data published in Snap’s ad planning tools suggests that Snapchat’s global potential audience reach figure increased by 4.6 percent in the 12 months leading up to report production.^(a)

To put that figure in perspective, marketers were able to reach 31.1 million more users with Snapchat ads in January 2025 than they were one year prior.^(a)

And on a quarter-by-quarter basis, Snapchat’s potential ad reach increased by 2.92 million (+0.4 percent) in the three months between October 2024 and January 2025.^(a)

But how do changes in Snapchat’s potential ad reach compare with growth trends for other platforms over the past year?

Well, Kepios’s analysis suggests that Instagram’s global ad reach increased by 90.8 million (+5.5 percent) in the twelve months leading up to January 2025, indicating that Snapchat’s reported reach increased less quickly than Instagram’s reported reach increased during this period.^(d)

Meanwhile, data reported in TikTok’s ad planning tools tools shows that the platform’s total potential reach increased by 31.2 million (+2.0 percent) between January 2024 and January 2025, suggesting that Snapchat’s reported reach increased more quickly than TikTok’s reported reach increased over the past year.^(d)

Note: The figures reported above are based on each platform’s advertising audience only, and may not be representative of their respective active user bases.

Which countries have the most Snapchat users in 2025?

Our analysis indicates that Snapchat has users all over the world, but some countries see much higher levels of Snapchat use than others.^(b)

Focusing specifically on the platform’s “top ten territories” by ad reach, audience figures published in Snap’s own tools^(a) in January 2025 show that:

1. India had 208 million active Snapchat users
2. The United States of America had 106 million active Snapchat users
3. Pakistan had 37.5 million active Snapchat users
4. France had 27.8 million active Snapchat users
5. Saudi Arabia had 24.7 million active Snapchat users
6. The United Kingdom had 23.9 million active Snapchat users
7. Germany had 21.7 million active Snapchat users
8. Egypt had 19.7 million active Snapchat users
9. Nigeria had 19.6 million active Snapchat users
10. Iraq had 18.5 million active Snapchat users

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base.

What do Snapchat’s audience demographics look like in 2025?

Data reported in Snap’s planning tools^(a) in January 2025 indicate that:

• 48.4 percent of Snapchat’s audience was “female”

• 50.7 percent of Snapchat’s audience was “male”

• 0.9 percent of Snapchat’s audience was of “unknown” gender

Want to know what Snapchat’s audience gender balance looks like in your country? Take a look at the complete report below, or check out our free reports library.

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base. At the time of report production, Snap’s ad planning tools only published audience data for the gender identifiers shown above. Associated gender names and the ascription of these identifiers to the platform’s users reflect Snap’s approaches, definitions, and methodologies.

What’s the average age of Snapchat’s users in 2025?

Based on the data reported in Snap’s planning tools, DataReportal’s analysis suggests that the average age of Snapchat users in January 2025 lay somewhere between 18 and 24 years old.^(a)

And for added perspective, the data published in Snap’s ad planning tools suggests that male users aged 18 to 24 accounted for the greatest share of active Snapchat users at that time.^(a)

It’s worth highlighting that the average age of Snapchat users varies meaningfully by geography though, so we encourage you to check out the details for the specific countries that matter to you in our free reports library.

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base.

What’s the age profile of Snapchat’s audience in 2025?

Based on the available data published in Snap’s own tools^(a) in January 2025, the demographic profile of Snapchat’s ad audience is as follows:

• Users aged 13 to 17:

  • Female users aged 13 to 17 accounted for 9.5 percent of Snapchat’s global ad audience.

  • Male users aged 13 to 17 accounted for 8.8 percent of Snapchat’s global ad audience.

• Users aged 18 to 24:

  • Female users aged 18 to 24 accounted for 17.2 percent of Snapchat’s global ad audience.

  • Male users aged 18 to 24 accounted for 19.9 percent of Snapchat’s global ad audience.

• Users aged 25 to 34:

  • Female users aged 25 to 34 accounted for 11.4 percent of Snapchat’s global ad audience.

  • Male users aged 25 to 34 accounted for 13.4 percent of Snapchat’s global ad audience.

• Users aged 35 to 49:

  • Female users aged 35 to 49 accounted for 8.3 percent of Snapchat’s global ad audience.

  • Male users aged 35 to 49 accounted for 6.6 percent of Snapchat’s global ad audience.

• Users aged 50 and above:

  • Female users aged 50 and above accounted for 2.6 percent of Snapchat’s global ad audience.

  • Male users aged 50 and above accounted for 1.4 percent of Snapchat’s global ad audience.

If you’d like to know more about the age profile of Snapchat’s audience in your country, you’ll find more details in our free reports library.

Note: The figures reported above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base. Data rounding, anomalies in source data, the reporting of audience data for gender identifiers other than “female” and “male”, and the varying availability of data for different demographic parameters mean that values shown in the list above and in the graphic below may not sum to 100 percent, and may not correlate with gender share values reported earlier in this article.

Full report: Snapchat use by country in January 2025

The embed below contains our latest in-depth report exploring Snapchat’s advertising audience around the world (please click here if the embed isn’t showing, or doesn’t seem to be working properly).

This report contains global headlines, benchmarks, and audience overviews, as well as local data for all the countries and territories around the world for which Snapchat’s advertising tools currently publish audience data.

How does Snapchat use compare with the use of other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

• Essential Facebook stats and trends

• Essential Instagram stats and trends

• Essential LinkedIn stats and trends

• Essential Messenger stats and trends

• Essential Pinterest stats and trends

• Essential TikTok stats and trends

• Essential X stats and trends

• Essential YouTube stats and trends

Data sources for stats on this page

You might also like…

Check out the articles below to explore more of our recent findings and analysis: