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Snapchat Sees Resurgence

eMarketer raises outlook; worldwide usage to grow more than 14% this year

November 19, 2019 (New York, NY) – Following a redesign in late 2017 that prompted some US users to leave the platform and stifled growth elsewhere, Snapchat is making a comeback.  New features and a rebuilt Android platform are giving the social network new momentum.  In its latest forecast on worldwide social network users, eMarketer has upgraded its estimates for Snapchat users for 2019 through 2023.

By the end of the year, Snapchat will have 293.01 million users worldwide, up 14.2% over last year.  That’s an upward adjustment from 281.27 million in our Q2 forecast.  With higher growth rates built into our new forecast, we expect Snapchat to add more than 63 million users by the end of 2023, vs. our previously estimated 52 million.

“Snapchat has reported gains in users every quarter so far in 2019, and we believe that the relaunched Android app has reinvigorated growth,” said eMarketer principal analyst Debra Aho Williamson. “In addition, features such as the successful baby face and gender swap filters earlier this year have driven increases in user engagement with the app.”

The US is Snapchat’s largest market, representing 27.4% of its 2019 users.  The market was particularly hard-hit by the unpopular redesign last year, with its user base declining 1.4% in 2018.  Growth will return to positive territory by the end of this year, increasing 5.9%, and pushing its US user base past 80 million for the first time.  The biggest turnaround will come from users ages 12 to 17, 1.1 million of whom left the platform last year.  This year, the social network will add more than that number back.

Despite a resurgence, Snapchat faces stiff competition from Instagram, which will grow its US user base 6.7% to 107.2 million this year.  Worldwide, Instagram will grow 11.6% to 788.43 million users.

“Snapchat has regained momentum, but Instagram never lost it,” Williamson said. “These apps will continue to compete for users as we head into 2020.”


Instagram not only has more users than Snapchat, but also commands a larger slice of the worldwide digital ad pie.  Instagram net revenues globally will reach $15.01 billion this year, giving it a 4.6% share of digital ad spending.  Snapchat will generate $1.53 billion in net ad revenues this year, capturing 0.5% of worldwide digital ad spend.




eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.


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Global Director of Public Relations

Corinne Weir
Public Relations Coordinator

Posted on November 19, 2019.