Snap Inc reports 474 million average daily active users worldwide in Q4 2025, up 21 million or 5% on a year earlier. In the US, Pew's 2026 survey has 56% of adults aged 18 to 29 ever using Snapchat, falling to 4% at 65 and over, and Pew's 2025 teen survey has 55% of teens using it.
Forget the idea that Snapchat reaches an affluent professional crowd. Its US adult reach doesn't climb with income or education, which sets it apart from YouTube and LinkedIn, where reach rises steeply on both. College graduates are at 20%, people with a high school education or less at 28%. Rural adults (29%) use it slightly more than urban (27%) or suburban (24%) adults. So think young, broad on income and no weaker in rural areas.
One table: American adults on Snapchat
Every row below is from Pew's Americans' Use of Social Media in 2026: 5,511 US adults, fielded 30 Jan to 18 Jun 2026, margin of error plus or minus 1.8 points. It's the share who say they ever use Snapchat. That's a low bar, and it doesn't tell you how often they open it.
| Cut | Group | Ever use | Publisher, date |
|---|---|---|---|
| Age | 18 to 29 | 56% | Pew, 2026 |
| Age | 30 to 49 | 33% | Pew, 2026 |
| Age | 50 to 64 | 13% | Pew, 2026 |
| Age | 65 and over | 4% | Pew, 2026 |
| Gender | Women | 30% | Pew, 2026 |
| Gender | Men | 21% | Pew, 2026 |
| Household income | Under $30,000 | 26% | Pew, 2026 |
| Household income | $30,000 to $69,999 | 30% | Pew, 2026 |
| Household income | $70,000 to $99,999 | 25% | Pew, 2026 |
| Household income | $100,000 and over | 22% | Pew, 2026 |
| Education | High school or less | 28% | Pew, 2026 |
| Education | Some college | 30% | Pew, 2026 |
| Education | College graduate | 20% | Pew, 2026 |
| Area | Urban | 27% | Pew, 2026 |
| Area | Suburban | 24% | Pew, 2026 |
| Area | Rural | 29% | Pew, 2026 |
Age does nearly all the work here. From 56% down to 4% is a fall of 52 points. Income never moves it by more than 8 points, and the highest earners come in lowest.
The teenage block
Teens were asked separately, in Pew's Teens, Social Media and AI Chatbots 2025: 1,458 US teens aged 13 to 17, from 25 Sep to 9 Oct 2025.
- 55% of US teens say they use Snapchat.
- 61% of girls use it, against 49% of boys.
- 46% visit it every day. In the same question YouTube is about three-quarters, TikTok 61% and Instagram 55%.
- 12% describe their use as "almost constant".
Snapchat isn't the top daily app for teens, then, but close to half of them open it every day. That's the number I'd use for a teen audience, because it says more than the 55% does.
Inside Snap Inc's annual report
These come from Snap Inc's 10-K for 2025, filed with the SEC on 5 Feb 2026. It's the company reporting on itself, and the user line is Snap's own measure.
- Daily users: 474 million average daily active users worldwide in Q4 2025, up 21 million or 5% on Q4 2024.
- Average revenue per user: $3.62 in Q4 2025, up from $3.44 in Q4 2024.
- Revenue: $5.9 billion for full-year 2025, up 11% from $5.4 billion.
- Net loss: $460.5 million in 2025, against $697.9 million in 2024.
- Adjusted EBITDA: $689.5 million, against $508.6 million.
On news, there's little to say, and that's the point. The Reuters Institute Digital News Report 2026, averaging 48 markets, says Snapchat's news use, along with that of X and Facebook Messenger, "has not changed much since 2014". I wouldn't pitch Snapchat as a news channel on this evidence.
Choosing the figure for your slide
Pick by the question you're answering. For sheer scale, use 474 million and say it's global, daily and Q4 2025. To show who the US audience is, use the 56% for 18 to 29s, then the 4% for 65 and over to make the contrast. For teens, use 46% daily. And if you're correcting someone who assumes a wealthy audience, use the income row: 22% at $100,000 and over, 30% at $30,000 to $69,999.
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I'd also avoid putting 474 million and 56% in the same sentence without a label. One's a worldwide headcount, the other's a share of American adults in one age group, and readers will assume they're connected.
Snapchat's age gap stands out once you set it beside my YouTube statistics and Facebook statistics.
Snapchat, answered briefly
How many people use Snapchat?
Snap Inc reports 474 million average daily active users worldwide in Q4 2025. That's a global daily average for one quarter, not a US figure and not a monthly one.
What age group uses Snapchat most?
Among US adults it's 18 to 29s, at 56% ever using it, per Pew in 2026. Teens sit close by at 55%, but that's from Pew's separate 2025 teen survey.
Do more women or men use Snapchat?
Women. Pew has 30% of US adult women and 21% of men ever using it in 2026, and the same lean shows among teens: 61% of girls, 49% of boys in 2025.
Is Snap profitable?
Not on its reported bottom line. Snap Inc's 10-K shows a net loss of $460.5 million in 2025, narrower than $697.9 million in 2024, with adjusted EBITDA of $689.5 million.
What these numbers can't tell you
- Pew and Snap Inc can't be compared. Pew counts US adults who ever use it. Snap counts daily users, globally, averaged over one quarter.
- There's no US monthly audience here. Neither source's figure is one, so don't present either as if it were.
- Adults and teens aren't one series. The adult data is 2026 by web, mail and phone. The teen data is 2025 from an online panel.
- These aren't advertising numbers. None of this is advertiser reach, and a share who ever use an app isn't the same as people you can buy.
