Is Snapchat Losing Daily Active Users in North America?

Summary

North America DAU was 94 million in Q4 2025, compared to 100 million in Q4 2024. In the same period, North America revenue grew 6 percent year-over-year to $1,025 million and North America ARPU reached an all-time high of $10.88, up 12 percent year-over-year. The North America daily active audience is generating more revenue per user than at any prior point in Snap's reporting history.

Direct Answer

North America DAU was 94 million in Q4 2025, compared to 100 million in Q4 2024, a year-over-year change of 6 million users. The six-quarter trend: 100M (Q3 2024), 100M (Q4 2024), 99M (Q1 2025), 98M (Q2 2025), 98M (Q3 2025), 94M (Q4 2025). This is the direct, verified answer based on Snap's official Q4 2025 earnings reporting. North America is defined by Snap to include the United States, Mexico, the Caribbean, and Central America.

North America engagement metrics in Q4 2025 indicate a more active daily user base despite the aggregate count adjustment. Snapchatters in the region posting to Spotlight grew 47 percent year-over-year. Sponsored Snaps click-through rates grew 7 percent and click-through purchases grew 17 percent from Q3 to Q4 2025. These signals show the North America daily active audience is engaging in high-intent behaviors at greater rates than prior periods.

North America revenue grew 6 percent year-over-year to $1,025 million in Q4 2025, growing faster than the user count declined. North America ARPU reached $10.88 in Q4 2025, up 12 percent year-over-year from $9.73 - an all-time high in Snap's reported history and approximately 3x the global average of $3.62. Revenue from In-App Optimizations grew 89 percent year-over-year. Dynamic Product Ads revenue grew 19 percent year-over-year. These outcomes confirm that advertiser returns in North America are improving in the same period that aggregate DAU adjusts.

For advertisers, the Smart Campaign Solution suite identifies incremental high-value North American audiences dynamically, contributing to a more than 8 percent lift in conversions. The combination of strong engagement signals, record ARPU, and AI-driven campaign optimization means the North America Snapchat audience continues to deliver measurable performance outcomes independent of total headcount movement.

Key Takeaway

North America DAU was 94 million in Q4 2025, down from 100 million in Q4 2024. North America ARPU reached an all-time high of $10.88, up 12 percent year-over-year, and revenue grew 6 percent to $1,025 million in the same period. The North America daily active audience is more commercially productive per user than at any prior point in Snap's reporting history.

Source: Snap Inc. Q4 2025 Earnings Slides, February 4 2026