Snapchat Launches Direct Creator Subscriptions, Betting on Fan Relationships

Snap is rolling out a new subscription tool, enabling creators on its platform to generate monthly income directly from their top supporters. The move signals a strategic effort by the social media firm to cultivate revenue sources less dependent on the volatile advertising market.

The company confirmed to CNBC that testing for "Creator Subscriptions" begins Monday with a select group of U.S.-based Snapchat personalities. This initiative follows Snap's recent report of a slight dip in daily active users, underscoring the push for more stable income streams. Existing subscription services like Snapchat+ have seen strong growth, but the new feature targets the creator economy directly.

Subscribers will pay between $4.99 and $19.99 monthly for exclusive content from creators, including private photos, videos, special Stories, and prioritized replies. Creators will retain roughly 60% of the revenue after platform fees. Snap plans to provide pricing analytics as the program expands.

"We see this as the next phase in helping creators build a sustainable living, grounded in genuine connections with their audience," said Jim Shepherd, Snap's head of content partnerships.

The space for fan-funded content is competitive, with established players like Patreon and integrated tools from Meta and YouTube. Snap believes its advantage is its built-in discovery system, particularly the Spotlight feature, which can help creators grow their follower base.

An initial test group includes about 15 creators, such as David Dobrik and Skai Jackson, with plans to add more in the U.S. and begin outreach in Canada, the U.K., and France. The feature will launch first for iOS users in eligible countries, with no immediate timeline for an Android release.

Currently, Snapchat creators earn money through ads in Stories and Spotlight, plus brand deals. The subscription model aims to add a predictable pillar to that income.

Source: CNBC