Snap Inc. announced a new creator subscription program that began alpha testing on February 17, 2026 with a select group of 15 U.S. creators, including high‑profile names such as David Dobrik and Skai Jackson. The pilot allows creators to set monthly prices ranging from $4.99 to $19.99 and offers subscribers exclusive content such as subscriber‑only Snaps and Stories, priority replies to public Stories, and an ad‑free experience for that creator’s Stories.
Creators receive a 60% share of subscription revenue after platform fees, while the remaining 40% covers Snap’s cut and up to 30% app‑store fees. This revenue‑share structure positions the program competitively against established subscription platforms like Patreon and OnlyFans, which typically offer 70–80% creator payouts.
"With Creator Subscriptions, Snapchatters will be able to subscribe to their favorite creators for exclusive content, including direct photos and videos, subscriber‑only Stories, and prioritized replies. Creators will set their own price points and build recurring income streams rooted in their most loyal audiences," said Jim Shepherd, Senior Director of Global Content Partnerships. The feature is designed to generate a high‑margin, recurring revenue stream that can offset Snap’s declining advertising growth and the slight drop in daily active users.
The launch fits into Snap’s broader strategy to diversify revenue beyond advertising. It complements existing initiatives such as Snapchat+, the Unified Monetization Program, and Spotlight advertising, and aligns with the company’s focus on profitable growth. By providing creators with a direct monetization channel, Snap aims to deepen user engagement and create a more resilient business model amid a competitive creator‑economy landscape.
Market reaction to the announcement was muted. Investors viewed the limited test phase and crowded subscription market as headwinds, and the broader negative sentiment surrounding Snap’s stock—driven by a 40% year‑to‑date decline—dampened enthusiasm. The company’s guidance for the upcoming quarter remains unchanged, reflecting cautious optimism about the program’s long‑term impact.
Future rollout plans include expanding the program to Canada, the United Kingdom, and France, with the feature initially available only on iPhone. No timeline has been set for Android availability, and the program will gradually grow beyond the initial 15 creators as adoption and performance data accumulate.
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