Snapchat has achieved a significant usage milestone in India, now boasting 250 million users in the country.
This indicates that India has become Snap's largest user market, accounting for over a quarter of Snap's total audience.
According to Snap:
"The digital potential in India is enormous, and Snapchat India is strategically positioned to leverage this expanding opportunity by providing culturally relevant experiences to Indian users through local content initiatives, partnerships, and a sustained emphasis on regional creators via Spotlight and Stories."
Regarding audience demographics, Snapchat reports that 90% of its Indian user base falls within the age range of 13 to 34. Additionally, 80% of these users interact with the app's AR features on a daily basis. India also ranks as Snap's second-largest market for AR development.
The application has been experiencing consistent growth in the Indian market for a considerable period, particularly since the introduction of its revamped Android app in 2019. This launch was somewhat controversial, as Snap had previously not prioritized Android connectivity.
In fact, in 2017, a former employee of Snap alleged that CEO Evan Spiegel had explicitly stated his disinterest in expanding into India, reportedly saying: "This app is only for wealthy individuals. I do not wish to extend our reach into impoverished nations such as India and Spain."
Spiegel has refuted ever making such comments; however, the underlying sentiment of his purported viewpoint was reflected in the company's strategy, as Snap made it challenging for users with lower-end devices or limited data plans to access its application.
Nevertheless, the renewed focus on Android has facilitated expansion in India, and as previously mentioned, it has now emerged as the largest market for the app.
This development is promising for future prospects, although it is important to highlight that, in terms of revenue generation, the U.S. continues to be Snap's leading market by a significant margin
Snap has some work to accomplish in that area, and it has recognized the necessity to optimize its business prospects to enhance its potential.
Consequently, although India is currently a significant market, it will require time to evolve into a major revenue source. This is the only relative drawback of an increased presence in the region; Snap still needs to depend on the U.S. and Europe for profitability, despite its growth in other regions.
However, an increase in users is undoubtedly beneficial, and Snap is establishing itself as a vital connector in the Indian market.
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