Since Snapchat was launched by Stanford University students Bobby Murphy, Reggie Brown, and now-CEO Evan Spiegel in 2011, the “ephemeral messaging app” (called such because photos and videos disappear after they are viewed or, in the case of Snapchat Stories, after 24 hours) has grown exponentially and evolved into far more than just a way for people to send vanishing content back and forth.
70% of Snapchat users are under 35 years of age.
The Rapid Growth Of Snapchat Users
As Fortune’s Robert Hackett succinctly puts it, “the growth of Snapchat’s mobile video traffic is staggering.” Snapchat users view more than 8 billion photos/videos on the app every day, a figure that puts Snapchat’s engagement on par with Facebook (which has roughly 15 times more users than Snapchat). According to an article in the Financial Times, Snapchat’s video views have tripled since last May, a statistic that illustrates the app’s meteoric rise.
Young people especially love Snapchat for its ability to provide a window into the lives of friends, celebrities, and Snapchat influencers while facilitating self-expression through unique and impermanent Snapchat Stories. According to digital marketing firm Omnicore, the percentage of Snapchat users who are under 35 now stands at 70%, and the app’s U.S. penetration rate (how many people use the app compared to the total population) is a staggering 11%.
How Many People Use Snapchat Today?
The exact number is a bit murky, primarily because Snapchat has eschewed the Monthly Active Users (MAU) measure preferred by Facebook and Instagram, opting to use a Daily Active Users metric instead. By this standard, Snapchat puts its number of users at over 100 million, though Spiegel has been quoted as saying that more people watch college football games on Snapchat than on network television, which would put the number of Snapchat users well over 200 million. (By comparison, Facebook claims 1.59 billion users, Instagram 400 million users, Twitter 320 million users, and LinkedIn 100 million users.)