Executive Summary

Worldwide, Snapchat will see decent user growth of 16.1% this year, down slightly from last year’s 16.3% figure. The pandemic and India’s TikTok ban will fuel Snapchat’s increases in developing regions, while growth in core markets will be less impressive.

How has our forecast changed this year?

We adjusted our growth forecast significantly upward. The 16.1% rise that we now expect is up from our June estimate of 10.5% and is more than double our pre-pandemic prediction of 7.4%.

Where are Snapchat’s biggest markets?

The US remains Snapchat’s core market in terms of user numbers (84.8 million). But rapid growth in India will see it gain significant ground—its 32.9 million users will dwarf numbers seen in the next biggest markets of France (17.8 million) and the UK (16.1 million).

Where is most Snapchat growth coming from?

With India leading the way with whopping 106.9% growth, Asia-Pacific represents the biggest growth region, with a 51.2% gain. Other growth regions include the Middle East and Africa (28.4%) and Latin America (12.8%). Western Europe and North America will see muted growth of just 6.8% and 4.6%, respectively.

What’s behind these differing trends?

TikTok’s influence is being felt differently across the divide. Its ban in India has helped Snapchat grow its user base substantially there, while TikTok’s increasing popularity in North America and Western Europe has held back Snapchat’s growth.

WHAT’S IN THIS REPORT? This report breaks down our updated Snapchat worldwide users forecast through 2024 and discusses trends in key countries and regions.

KEY STAT: The number of Snapchat users worldwide will reach 347.3 million this year—a 16.1% year-over-year (YoY) increase. Slow but steady growth thereafter will lead user numbers to approach 400 million by 2024.