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Snapchat has more than 30 million subscribers across its four paid offerings, Snap announced on November 4. Snapchat+ remains the biggest source of subscriber growth, while the company says Lens+ has grown nearly 600% since January.
Source: Sanket Mishra / Unsplash, Unsplash License. Cropped archival photograph of Snapchat on a phone; it does not show the current subscription selection screen.
The total brings together Snapchat+, Lens+, Platinum and Memories Storage Plans. Snap has not broken out the number for each offer. For someone considering a subscription, the more useful question is which part of the app they want to use: creative tools, personalization, storage or ad-free viewing.
What a creative subscription adds
Snap’s new announcement identifies Lens+ as the home of exclusive AI and AR tools, including generative Lenses and unlimited Imagine Lens access. Its September feature release gives a more concrete picture of how those tools fit into a conversation.
Create Song, for example, starts with a long press on a chat message. The user chooses a genre, previews the generated song and can send it back into the conversation. AI Remix works on a friend’s Snap, while AI Photoshoot is designed to adjust an existing image. These are additions to the multimedia messaging app, with availability subject to the Lens+ rollout described in that earlier announcement.
A storage purchase has a different purpose
Platinum combines ad-free viewing with up to 5TB of Memories storage, according to Snap. Separate Memories plans add storage space, and Snapchat+ offers personalization and early-access features. Checking those inclusions is a better way to compare the plans than assuming the largest subscriber total belongs to the feature a user happens to want.
The milestone follows earlier efforts such as buddy passes for trying subscription features. It also puts the creation tools discussed in our Snapchat AI video coverage in a wider paid-product context. Snap’s aggregate count tells readers how large that business has become; it leaves the usage of individual tools unanswered.
