Snapchat’s India push fuels fresh battle for creators

Snapchat is reporting sharp momentum in India, underscoring how the platform is positioning itself in one of its fastest-growing creator markets. The company says total time spent on content has doubled in the past two years, the number of Snap Stars has grown by 1.5 times, and Spotlight content uploads have increased more than fourfold.

These figures, drawn from Snap Inc.’s internal data, suggest the platform has gained meaningful traction with younger audiences at a time when global competition in the short-form video space is intensifying.

Saket Jha Saurabh, director and head of content and AR partnerships at Snap Inc., said India was central to the company’s global creator roadmap. “India has been at the center of our global creator strategy not just as one of our fastest-growing markets, but also as one of the biggest contributors to global content creation on Snapchat,” he noted. “These milestones are the result of deliberate, sustained efforts to build an inclusive and thriving creator ecosystem.”

He pointed to programmes such as Snapchat Creator Connect, which has expanded beyond metros, Snap School for mentorship and education, and ‘Snap With Stars’, which enables collaborations between emerging voices and Snap’s most influential creators. “Together, these efforts have created a flywheel of creativity, authenticity, and growth,” Saurabh added.

 

 

 

 

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Snap Inc. said it was committed to investing in India’s creator economy, where competition from Meta’s Reels, YouTube Shorts and homegrown players like Moj and Josh remains intense.

Creator Connect: Delhi edition

On 26 September, Snapchat hosted Creator Connect in Delhi, the latest stop in its multi-city outreach programme. The event drew Snap Stars, creators, and industry stakeholders, positioning North India as a critical region for the platform’s growth.

Creator Connect included Snap School, an initiative that helps emerging creators hone storytelling skills and explore monetisation tools. The event also highlighted Snap’s global revenue share and rewards programmes, and demonstrated AR innovations designed to help creators deepen engagement with audiences.

Bollywood and Punjabi cinema actors Ammy Virk and Sonam Bajwa participated in a fireside chat, discussing their lives beyond film and explaining why they use Snapchat as a primary channel for connecting with fans.

The evening also showcased the fifth-generation Spectacles, Snap’s AR-enabled glasses. Features such as real-time Lenses and Spectator Mode were met with strong interest, reflecting Snap’s push into hardware-led AR experiences.

Snapchat differentiates itself from rival platforms by positioning content as personal and ephemeral. Vertical-first, AR-powered formats form the backbone of its engagement model.

Voice-over artist and podcaster Sonal Kaushal, who also creates on the platform, stated that Snapchat fosters authenticity. “Snapchat has always been my favorite platform because it feels authentic and real. I see so many young creators choosing it for the same reason,” she said. “What makes it special is the closeness it fosters, not just with fans but also with friends and family we love and adore.”

The evening also showcased the fifth-generation Spectacles, Snap’s AR-enabled glasses

Creators are experimenting with Lenses during festivals, and short-form videos on Spotlight, Snapchat’s user-generated content feature, continue to see steep growth. This emphasis on creativity has allowed Snap Stars to carve out a distinct identity compared with influencer-driven content on Instagram or YouTube.

Monetisation pathways for creators

As with rivals, monetisation remains a crucial part of Snapchat’s pitch. Amulya Rattan, a Snap Star, said the platform is opening new income streams.

“What excites me most about creating on Snapchat is that it’s not just about growing an audience, it’s also about building a sustainable career,” she explained. “With programs like unified monetization, I can see a clear path to turning creativity into income.”

Rattan pointed to her collaborations with Maybelline, Myntra and Amazon, which allowed her to link creativity with brand partnerships. “Such partnerships not only reward creativity but also help us connect with audiences in meaningful, authentic ways,” she added.

Snap’s monetisation model includes global revenue sharing, rewards programmes, and partnerships with advertisers looking to target younger audiences. The question for marketers is whether Snapchat can scale these opportunities enough to rival the creator earnings available on YouTube or Instagram.

Advertiser partnerships and branded content

Snapchat says it has secured partnerships across categories including fashion, beauty, consumer technology and quick commerce. Brands such as Myntra, Flipkart, L’Oréal, Unilever and Reckitt have worked with Snap Stars and AR creators to drive Gen Z engagement. Snap’s sales and partnerships teams offer brands consulting support, while its Ads Manager enables creator and content discovery.

Through its nationwide agency network, the social media platform connects advertisers with creators and supports on-ground activations. Initiatives such as #SnapStarSquad and tie-ups with events like Myntra FWD Creator Fest and Flipkart Glam Up signal its attempt to embed creators into brand narratives.

For advertisers, Snapchat’s pitch rests on vertical-first, immersive content formats and a younger audience base. Whether this translates into measurable ROI compared with more established influencer platforms is a question many brands are testing during the current growth phase.

Expanding the ecosystem through agencies

Snapchat has also built partnerships with creator agencies across India. Shubham Singhal, co-founder and CEO of Dot Media, said younger creators were gravitating towards the platform.

“We’re witnessing a real shift among Gen Z creators, who are gravitating towards Snapchat as their platform of choice for authentic expression and storytelling,” he said. “The appetite for vertical-first, immersive content is stronger than ever, and Snapchat has tapped into that moment perfectly.”

Singhal added that experimentation among creators was expanding, and agencies saw potential in diversifying partnerships beyond Instagram and YouTube.

Snapchat is also working to anchor itself in India’s cultural fabric by onboarding athletes and entertainers. Cricketers including Abhishek Sharma, Arshdeep Singh, Washington Sundar and Rishabh Pant share daily moments on the platform. Olympic gold medallist Neeraj Chopra has collaborated with Snap to promote sports and fitness.

 

 

 

 

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The entertainment industry is also a driver. Stars such as Diljit Dosanjh, Karan Aujla, Guru Randhawa and Rashmika Mandanna use Snapchat for behind-the-scenes stories and lighter, personal content, providing audiences with access that differs from polished Instagram posts or long-form YouTube videos.

Strategic timing amid creator economy growth

India is already one of Snapchat’s fastest-growing global markets, fuelled by its youthful demographics, high smartphone penetration and appetite for short-form content. The surge in Spotlight uploads and Snap Star sign-ups reflects how younger audiences are exploring alternatives to incumbent platforms.

The company’s internal data shows total time spent on Snapchat content in India doubled between May 2023 and May 2025. The number of Snap Stars rose 1.5 times, while Spotlight posts increased fourfold year over year. For Snap, these metrics are important as it positions itself not only as a social media app but as a serious player in the creator economy.

Snapchat’s India momentum coincides with intensifying rivalry. Meta continues to push Reels aggressively, YouTube Shorts remains entrenched with scale and monetisation, and Indian players like Moj and Josh retain regional strength. Snap must differentiate by doubling down on AR, vertical-first formats and authenticity while proving that monetisation opportunities are competitive.

Regulation could also reshape the landscape. As policymakers worldwide scrutinise data governance and platform responsibility, companies operating in India will face questions around safety, transparency and algorithmic accountability. For creators, monetisation models must be predictable and scalable to retain loyalty.

The bigger picture

For Snapchat, India is not just another growth market—it is a testing ground for whether its model of authentic, AR-led, vertical storytelling can sustain against larger rivals. The company’s initiatives, from Creator Connect and Snap School to Snap With Stars, are designed to build both supply (creators) and demand (audiences and advertisers).

Saurabh framed the company’s ambitions as long-term. “The fact that we’ve seen content engagement double, 1.5X growth in Snap Stars and 4X growth in Spotlight content reflects how strongly Indian creators have embraced Snapchat as their home for storytelling and community building. We’re committed to building on this momentum and continuing to empower the next wave of Indian creators to thrive on our platform,” he said.

India’s creator economy is evolving rapidly, shaped by shifting consumer behaviour, brand investments, and the platforms competing for attention. Snapchat’s growth metrics indicate it has carved out a space, but sustaining this will require continuous product innovation and clear economic value for creators and advertisers alike.

Whether Snapchat can translate momentum into long-term dominance in India’s crowded market remains uncertain. What is clear is that India will remain a critical test bed for the platform’s global ambitions in the creator economy.