Snapchat is entering the premium creator economy with its newest monetization layer: creator subscriptions. Starting February 23, select U.S.-based creators will be able to offer exclusive content for a monthly fee, adding a scalable revenue stream to Snap’s growing suite of monetization tools.
Snapchat has long positioned itself as a platform for real connections. Now, it’s formalizing that intimacy by letting fans pay for closer access—through ad-free stories, priority replies, and subscriber-only content. For marketers, this move adds another layer of segmentation and influence within the creator economy.
This article explores Snapchat’s new subscription model, how it stacks up against Meta’s offerings, and what the shift signals for B2B marketers and brand teams keeping a close eye on creator platforms.
Short on time?
Here’s a table of contents for quick access:
- What’s new with Snapchat creator subscriptions
- Why Snap is launching this now
- What marketers should know
Patrecia Meliana
What’s new with Snapchat creator subscriptions
Snapchat has officially launched creator subscriptions in alpha for a select group of U.S.-based creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson. Fans can now pay a monthly fee—set by the creator within Snap’s suggested pricing tiers—to unlock:
- Subscriber-only content (Snaps and Stories)
- Priority replies from the creator
- An ad-free viewing experience for that creator’s Stories
This subscription model expands Snap’s monetization lineup, which already includes the Unified Monetization Program and Snap Star Collab Studio. Subscriptions are available on iOS in the U.S., with rollouts planned in the coming weeks for Snap Stars in Canada, the U.K., and France.
Snapchat’s user base hit 946 million monthly active users in Q4 2025, with a 47% year-over-year increase in U.S. creators posting to Spotlight. The platform is clearly nurturing its creative community—now, it’s building a way for creators to monetize loyalty at scale.
Why Snap is launching this now
Snapchat’s timing reflects a broader trend: creator platforms are formalizing monetization options to retain top talent and reward engagement. Meta already offers similar features on Instagram and Facebook, and YouTube has long supported memberships.
For Snap, this move is about two things:
- Retention and sustainability
Offering direct income helps keep creators on the platform and encourages them to produce consistently. It’s also a hedge against platform fatigue.
- Deepening user engagement
Subscriptions create a stronger bond between fans and creators. More importantly, they give creators an incentive to build communities, not just virality.
From a product standpoint, Snap is using subscriptions to bake exclusivity and loyalty into core platform behaviors—Stories, Chat, and replies—without fragmenting the user experience.
What marketers should know
This shift has a few strategic implications for brand and social teams:
- Creators will start segmenting their content
Marketers working with Snap Stars should expect more content gated behind paywalls. This may affect visibility and metrics unless brands are part of the premium offering.
- Audience quality over quantity
As creators lean into subscriptions, they’ll be incentivized to cultivate loyal audiences. Marketers may want to prioritize creators with stronger community engagement versus sheer follower counts.
- Opportunity for co-branded exclusives
For brands targeting Gen Z, there’s potential in partnering with creators on exclusive content for subscribers—think behind-the-scenes drops, early product access, or private Q&As.
- Subscription tiers could inform influencer rates
If creators begin generating predictable revenue via subscriptions, it may influence how they price brand deals. Expect negotiations to evolve as monetization becomes more diversified.
As always, marketers should monitor how user behavior shifts in response. Will fans pay to access content they previously got for free? Will creators reduce their public posts to favor subscribers? The answers will shape future engagement strategies.
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