Snap is introducing a new revenue stream by offering subscriptions to select creators, allowing them to earn income from their most engaged fans. The company announced on Tuesday that it will begin testing “Creator Subscriptions” next week with a group of 15 Snapchat creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson, who have a combined following of over 3 million on the platform.
These creators will have the ability to set their own monthly pricing for subscriptions, within tiers ranging from $4.99 to $19.99 per month, and will receive approximately 60% of the subscription revenue. The feature will be available to Apple device users starting next Monday, with no announcement yet on when it will be available for Android users. The move is part of Snap‘s efforts to reduce its dependency on advertising and build a “creator-first monetization ecosystem”. The company’s CEO, Evan Spiegel, has emphasized the importance of “revenue diversification” in recent quarters. Snap has already seen success with its Snapchat+ subscription, launched in 2022, and its Memories Storage Plans, with 24 million subscribers at the end of 2025, a 71% increase from the same period in 2024.
The introduction of “Creator Subscriptions” is a strategic move by Snap to build on the success of its existing monetization offerings, such as the “Unified Monetization Program” and the “Snap Star Collab Studio”. According to Jim Shepherd, Snap‘s head of content partnerships, the goal is to “really root our long-term creator monetization journey in real relationships”. However, the move comes at a time when the market for subscriptions is becoming increasingly crowded, and investors remain skeptical about Snap‘s efforts to diversify its revenue stream, with the stock falling nearly 2% in mid-day trading on Tuesday, extending a year-to-date selloff of more than 41%.
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