Snapchat added 4 million daily active users over the last quarter:
This is an excerpt from a story delivered exclusively to Business Insider Intelligence Digital Media Briefing subscribers.
Snap attributed engagement growth to investment in mobile-first, premium content, which it plans to build out even further — especially in regions beyond the US.In particular, Snap will invest in its video and AR offerings.Snap is developing more Snap Originals, with 10 new original shows set to debut in May 2019. The app will also renew three of its most popular shows from the previous slate.
On the call with investors, Spiegel acknowledged that having a good Android user experience is"the price of admission to international markets." That makes sense, given Android's globalBut North America is, and has always been, Snapchat's biggest market: As of Q1, the app counts 80 million DAU compared with Europe's 61 million, and 49 million across the rest of the world . And in North America —in the US — iOS users are far more abundant.
The move has already delivered a flutter of engagement growth. The Android app produced a 6% increase in the number of users sending Snaps within the first week of upgrading, per Snap's earnings report. If Snap can continue to strengthen its UX for Android users, it can ideally boost growth and ARPU in the regions that currently lag North American ARPU.
Presently, ROW users earn an average of $0.97 versus $2.81 for North American users. While we expect Snapchat to remain a niche product in North America that caters chiefly to a young base, we don't expect the region to power user growth. Instead, we believe the app will add most of its new users in emerging markets, which it only now has the ability to fully tap into, given its Android redesign.1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week.
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