Snapchat: Snapchat is betting big on India's Gen Z, promoting local content and creators..

Snapchat has strived to adapt its app, features, and content to local tastes, culture, and user behavior, boosting its popularity in India. A top company official stated that the time spent viewing content on the American multimedia instant messaging app has doubled in India over the past two years. This is because the company has tried to customize its service and increase engagement with Gen Z, whom it considers its main target audience. The company did not share exact time spent on the platform, but industry estimates indicate that 15-30 minutes per user per day is spent in India, where it has 250 million active users.

A Growing Creator Ecosystem
It's not just user engagement that's increasing. The number of creators on the platform, especially official "Snap Stars," a title for verified creators and public figures, has increased by 50 percent over the same period. These creators, who range from lifestyle influencers to comedians and social commentators, have fostered a more diverse content environment.

Changing Preferences of Young Audiences
Analysts say that young users don't just want entertainment; they are also looking for authenticity and relatability. Platforms like Snapchat, which emphasize "real-time and creative expression," are increasingly becoming the preferred choice for this audience.

Amid India's rapidly changing digital ecosystem, Snapchat's growing popularity suggests it could play an even more important role in the coming years.

Snapchat in India: See the stats
2x: Time spent on the platform by Indian users over the past two years
1.5x growth: Increase in the number of official Snap Stars (verified creators)
Key audience: Gen Z and young millennials
Market position: One of Snapchat's fastest-growing and most content-contributing regions
Focus: Promoting "authentic content" and expanding opportunities beyond metro cities into smaller towns

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