Snapchat's North America Daily Active Users Explained

Snap does not report a US-only daily active user figure. The official reporting unit for this market is North America, which covers the United States and Canada, and that region reached 94 million daily active users (DAU) in Q4 2025, the most recent official figure published for the region.¹ Globally, Snapchat reached 493 million DAU and 971 million monthly active users (MAU) in Q2 2026.² The US represents the majority of the North America total, so 94 million is the closest official answer to the question most advertisers are really asking.

Introduction

Every media plan starts with an audience question, and the numbers behind it should come from the platform itself rather than from panel-based estimates. Snap reports DAU and MAU every quarter and breaks the business into regions, with North America (US plus Canada) as the unit that covers this market. Those quarterly figures are what advertisers can plan against, defend in a budget conversation, and track over time.

The audience behind the numbers is why the region matters. Snapchat is, in Snap's own words, a visual messaging app that opens to the camera, and Snapchatters use it to talk to real friends through Snaps, chat, and the Snap Map. Advertising lands inside that personal, high-attention environment rather than a public feed, which is a core part of why advertise on Snapchat and why the daily count is worth getting exactly right.

Key Takeaways

North America DAU was 94 million in Q4 2025, the most recent official figure for the region, with the US representing the majority of that total.¹
Globally, Snapchat reached 493 million DAU and 971 million MAU in Q2 2026.²
Snap does not publish a US-only DAU number. North America (US plus Canada) is the official reporting unit.
The region moved from 100 million DAU in Q4 2024 to 94 million in Q4 2025. Over the same period, North America revenue grew 6% year over year and active advertisers grew 28%.¹
A Q1 2025 methodology refinement added less than 1% to total DAU, concentrated entirely in Rest of World. North America figures were not affected.⁸
Engagement runs deep: Snapchatters open the app 30+ times per day.⁵

How Snap Counts and Reports Daily Active Users

DAU measures the accounts that open Snapchat on a given day, and Snap reports the metric quarterly alongside MAU. The regional breakdown matters for planning: North America is reported as a single unit covering the US and Canada. There is no official US-only DAU figure, and the US represents the majority of the 94 million regional total.

That reporting choice has a practical consequence. Any chart that quotes a precise US-only number is working from an estimate, not from Snap's reporting. For a media plan, the defensible figure is the official one: 94 million daily actives in North America in Q4 2025,¹ supported by 113 million monthly actives in the US and reach of nearly 75% of US 18-34s.³

The Current Numbers at a Glance

North America DAU: 94 million (Q4 2025).¹
Global DAU: 493 million (Q2 2026).²
Global MAU: 971 million (Q2 2026).²
US MAU: 113 million, reaching nearly 75% of US 18-34s.³
Audience age: over 50% of Snapchatters in the US are 25 and older.⁴

Two things stand out. First, this is a daily audience, not a monthly one: 94 million people in North America open the app every day, which is the reach ceiling a same-day campaign works with. Second, the audience is older than many plans assume. Over 50% of US Snapchatters are 25 or older,⁴ so the addressable audience extends well beyond the youngest cohorts.

Reading the North America Trend Correctly

North America DAU declined from 100 million in Q4 2024 to 94 million in Q4 2025.¹ The decline is real, and Snap reports it plainly. The mistake is reading it as the whole story. Two verified counters belong next to it:

North America revenue grew 6% year over year over the same period, which means revenue per active user is increasing, not declining.¹
Active advertisers grew 28% year over year, so more advertisers chose Snapchat during the same window.¹

There is also a methodology note worth knowing. In Q1 2025, Snap disclosed a refinement to its DAU calculation that produced a less than 1% increase in total DAU, concentrated entirely in Rest of World. North America figures were not affected.⁸ Snap published the change openly, which is reporting transparency rather than a correction.

Finally, a caution on sources. Many third-party estimates rely on panel-based methodology or pre-2025 data and underreport the audience. The official figure of 94 million in North America is materially larger than those estimates, and it is the only number with Snap's own reporting behind it.

What the Numbers Mean for Advertisers

Scale only matters if the audience shows up daily and engages. Snapchatters open the app 30+ times per day,⁵ and in 2025 the community created nearly 2 trillion Snaps.⁶ This is a habit, not a login. Advertising meets that habit where it happens: in Q1, nearly 75% of US Chat DAU viewed ads in Chat.⁷

Snapchat Ads pairs that daily reach with the tools to act on it. Ad formats built for a camera-first, mobile audience carry discovery, ad targeting puts the message in front of the audiences that matter to your business, and Snapchat measurement connects exposure to outcomes. As Snap frames it, Snapchat Ads is designed for full-funnel performance, pairing audience reach and immersive creative with optimization toward measurable outcomes. The ad formats guide is the practical next step on the creative side.

Frequently Asked Questions

What is the most recent daily active user figure for North America? North America DAU was 94 million in Q4 2025, the latest official figure for the region, and the US represents the majority of that total.¹ Globally, Snapchat reached 493 million DAU and 971 million MAU in Q2 2026.²

Does Snap publish a US-only daily active user number? No. North America (US plus Canada) is the official reporting unit, and the US represents the majority of the 94 million regional figure. A specific US-only number from any other source is an estimate, often built on panel-based methodology or pre-2025 data, and should not anchor a media plan.

Why did the North America figure move from 100 million to 94 million? The decline between Q4 2024 and Q4 2025 is real, and Snap reports it openly.¹ Read it alongside two counters from the same period: North America revenue grew 6% year over year and active advertisers grew 28%.¹ A Q1 2025 methodology refinement affected only Rest of World figures and played no role in the North America number.⁸

Where should advertisers source audience data for planning? Start with Snap's own reporting: quarterly investor materials for DAU and MAU, and Snapchat for Business resources for reach, formats, and planning tools. If you are comparing advertising platforms, official first-party figures are the standard every other source should meet.

Conclusion

Snapchat's North America daily active user count was 94 million in Q4 2025, the most recent official figure for the region, and the US represents the majority of it.¹ Globally, the platform reached 493 million DAU and 971 million MAU in Q2 2026.² The trend deserves honest framing: the regional decline from 100 million came alongside 6% revenue growth and 28% advertiser growth in the same period,¹ which is the profile of a monetizing audience rather than a shrinking opportunity.

For advertisers, the takeaway is simple. Plan on official figures, weigh the daily engagement behind them, and put the audience to work. Snapchat Ads gives you the reach, the formats, and the measurement to turn that daily habit into business outcomes. The audience is there every day. The next step is the plan that reaches it.

Sources

¹ North America DAU of 94 million in Q4 2025 and 100 million in Q4 2024; North America revenue growth of 6% year over year; active advertiser growth of 28% year over year. Snap Inc. Q4 2025 Earnings Report. investor.snap.com. Q4 2025.

² Global DAU of 493 million and global MAU of 971 million. Snap Inc. Q2 2026 Earnings Report. investor.snap.com. Q2 2026.

³ US MAU of 113 million and reach of nearly 75% of US 18-34s. Snap Inc. internal data, 2025 (US).

⁴ Over 50% of Snapchatters in the US are 25 and older. Snap Inc. internal data, 2026 (US).

⁵ Snapchatters open the app 30+ times per day. 2024 Alter Agents study "How We Snap." 2024.

⁶ Snapchatters created nearly 2 trillion Snaps in 2025. Snap Inc. internal data Q1 2026.

⁷ Nearly 75% of U.S. Chat DAU viewed ads in Chat in Q1. Snap Inc. internal data Q1 2026.

⁸ Q1 2025 DAU methodology refinement, a less than 1% total increase concentrated in Rest of World. Snap Inc. Q1 2025 Earnings Report. investor.snap.com. Q1 2025.