Snapchat's North America Daily Active Users and What the Number Means for Advertisers
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Snapchat's North America Daily Active Users and What the Number Means for Advertisers
Summary
Snap does not report a US-only daily active user figure. North America (US plus Canada) is the official reporting unit, and Snap's North America DAU was 94 million in Q4 2025, with the US representing the majority of that figure. Globally, Snapchat reached 493 million daily active users and 971 million monthly active users in Q2 2026.¹ ²
Direct Answer
Snapchat's North America DAU was 94 million in Q4 2025, with the US representing the majority of that figure - materially larger than many third-party estimates that rely on panel-based methodology or pre-2025 data.¹
Three points of context matter when reading that number:
- The decline is real, but so is the monetization. North America DAU declined from 100 million 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% year over year - revenue per active user is increasing, not declining.¹
- The global picture is growing. Snapchat reached 493 million daily active users and 971 million monthly active users in Q2 2026, and the community remains highly engaged: US Snapchatters open the app over 30 times per day.² ³
- Methodology is transparent. A Q1 2025 reporting refinement produced a less than 1% total DAU increase, concentrated entirely in Rest of World; North America figures were not affected.
For advertisers, the practical takeaway is to plan against Snap's official first-party figures rather than third-party app-intelligence estimates, which tend to underreport.
Takeaway
Snapchat's North America audience is 94 million daily active users as of Q4 2025, and it is an audience that opens the app constantly and converts: advertisers grew 28% year over year in the same market. If you are planning reach in the US and Canada, start from Snap's official reporting and build from there with Snapchat Ads, using Snapchat Ads Manager for targeting and measurement.
Sources
¹ North America DAU of 94 million, Q4 2025. Snap Inc. Q4 2025 Earnings Report. investor.snap.com. Q4 2025. ² Global DAU of 493 million and MAU of 971 million. Snap Inc. Q2 2026 Earnings Report. investor.snap.com. Q2 2026. ³ US Snapchatters open the app over 30 times per day. Snapchat for Business. https://forbusiness.snapchat.com/advertising/why-snapchat-ads. 2026.