• by Colin Kirkland , August 6, 2025

Snapchat’s latest performance report shows overall user and revenue growth, but highlights potential growth concerns in key revenue markets, including the U.S.

In Q2 2025, Snap increased its global daily active users by 9 million compared to last quarter, reaching 469 million DAUs overall, and boosted its monthly active users by 32 million, with a total of 932 million MAUs.

While Snap gets closer to accomplishing its long-held goal of 1 billion MAUs, the social media company continues to lose users in North America, reporting a 2% decrease in the region.

Like last quarter, Snap’s user growth in the EU also remains stagnant with a 3% increase in DAUs, while the majority of Snap’s user engagement remains overseas in the “Rest of the World” category.

This could pose issues for Snap’s future revenue intake. Notably, the company brings in almost 800% more money per user in North America than it does in the “Rest of the World.”

Still, Snap says that it is seeing deeper engagement among its community, with newer app features gaining traction. For example, Snap’s short-form video feature Spotlight reached over 550 million MAUs on average in Q2, with time spent on Spotlight growing 23% year-over-year as it now makes up 40% of total content time spent on the platform.

Snap Map has attracted over 400 million MAUs and the company’s video chat feature has gained 30% more engagement year-over-year. With new creator tools available, Snap also says that due to the growth of its “Snap Star” creator program, Spotlight posts by this group have increased by 145% year-over-year in North America.

For now, Snap continues to increase its overall global revenue. In Q2, the company reported $1.3 billion, marking a 9% increase year-over-year. Based on the report, Snap made significant headway in Europe, adding $41 million compared to Q1, while its quarterly revenue in North America fell $11 million.

Additionally, in its quarterly report, the company highlighted growth in its ad business, with AI advancements contributing to 7-0 purchase volume increasing 39% year-over-year for commerce brands, and total purchase-related ad revenue increasing over 25% year-over-year. Sponsored Snaps are also boosting conversions up to 22%, driving an 18% lift in unique converters across app installs and purchases.

According to CEO Evan Spiegel, Snap is focused on continuing to invest in AI and augmented reality (AR). With 350 million Snapchatters engaging with AR every day on average in Q2, the tech company remains committed to expanding its Lens output, while also developing its mixed-reality wearables, Specs.

In June, Spiegel noted that Specs would launch in 2026, ahead of Meta’s Orion AR glasses. However, in order to compete with tech giants like Meta and Apple in the development of AR products, it is spending more money per quarter, reporting a net loss of $263 million for Q2, compared to $249 million at this time last year.