Snapchat today announced strong momentum in India’s creator ecosystem, driven by surging content engagement, rapid growth in new creations, and a rising community of Snap Stars the platform’s premier creators. Key growth highlights in India include:
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Engagement Growth: Total time spent watching content on Snapchat has doubled in India 1 over the past two years, reflecting the platform’s deep resonance with young audiences.
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Top Creator Growth: The number of official Snap Stars in India has increased by 1.5X in the past two years, 2 highlighting rising demand for authentic creator-led content.
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Content Posting: Content posted to Spotlight from creators and publishers has seen more than 4X year-over-year growth, 3 cementing Snapchat’s role as a hub for creativity and storytelling.
The announcement comes alongside Snapchat Creator Connect, a multi-city initiative empowering Gen Z storytellers. With North India creators being so critical to India’s thriving creator ecosystem, Delhi was the latest stop reflecting strong adoption in the North and Snapchat’s growing footprint across India.
India has been at the center of our global creator strategy not just as one of our fastest-growing markets, but also as one of the biggest contributors to global content creation on Snapchat. These milestones are the result of deliberate, sustained efforts to build an inclusive and thriving creator ecosystem. That’s why we’ve invested in initiatives like ‘Snapchat Creator Connect,’ reaching creators beyond metros and into the heart of India, ensuring that diverse talent has access to opportunities and tools to grow.
Programs such as ‘Snap School’ provide mentorship and education for emerging voices, while ‘Snap With Stars’ enables meaningful collaborations with our most influential Snap Stars. Together, these efforts have created a flywheel of creativity, authenticity, and growth. The fact that we’ve seen content engagement double, 1.5X growth in Snap Stars, and 4X growth in Spotlight content reflects how strongly Indian creators have embraced Snapchat as their home for storytelling and community building. We’re committed to building on this momentum and continuing to empower the next wave of Indian creators to thrive on our platform.
— Saket Jha Saurabh, Director and Head – Content & AR Partnerships, Snap Inc.
Creator Connect @Delhi
As part of its ongoing commitment to India, Snapchat hosted Creator Connect in Delhi on September 26th, bringing together leading creators, Snap Stars, and industry stakeholders. The event featured Snap School, an education and mentorship program designed to help creators refine storytelling skills and maximize growth on the platform. Sessions also highlighted monetization opportunities through Snap’s global revenue share and rewards programs, as well as AR innovations that enable creators to build deeper connections with their communities.
The event also witnessed Bollywood and Punjabi cinema’s most celebrated actors Ammy Virk and Sonam Bajwa in a fireside chat where they spoke candidly about life beyond work, their upcoming film, and why Snapchat is their platform of choice to share everyday moments with fans.
The evening also saw a strong interest in the demo of the fifth-generation Spectacles, with an electric response from the audience. From real-time Lenses to Spectator Mode, the see-through AR glasses impressed the crowd with their seamless mobile integration.
Ecosystem and Engagement Growth
Snapchat has always been my favorite platform because it feels authentic and real. I see so many young creators choosing it for the same reason, it’s a space where you can truly be yourself. What makes it special is the closeness it fosters, not just with fans but also with friends and family we love and adore. Plus, the AR tools really inspire creativity, helping us bring our ideas to life in fun and innovative ways while still keeping that personal, genuine connection intact.
— Sonal Kaushal, Voice over artist, Podcaster, Creator
Unlike traditional platforms, Snapchat’s content ecosystem prioritizes real, vertical-first stories and AR-powered creativity, keeping audiences deeply engaged. From experimenting with Lenses during festivals to creating relatable, vertical-first short-form videos, Snap Stars are leaning into a unique aesthetic-first approach to storytelling that sets them apart from other platforms and resonates strongly with younger audiences in India.
Brand Love & Partnerships
Snapchat engages with India’s leading advertisers across marketing objectives and creating value via influencer marketing partnerships. From fashion & lifestyle, beauty & personal care, quick commerce to consumer tech, brands like Myntra, Flipkart, L’Oreal, Unilever and Reckitt have partnered with Snap Stars and Snap’s top AR creators in delivering engagement to their Gen Z consumers. With dedicated consulting from sales & partnerships teams and exclusive tools like Creator & Content Discovery on Snap Ads Manager, Snapchat offers brands hands-on support to discover creators, unlock content opportunities, and maximize impact.
Brands also access India’s top creators via Snap’s nation-wide creator agency network and engage them via on ground experiences. Through initiatives such as the #SnapStarSquad and partnerships with events like Myntra FWD Creator Fest and Flipkart Glam Up, we’re helping brands bring their stories to life, driving impact where it matters most.
What excites me most about creating on Snapchat is that it’s not just about growing an audience, it’s also about building a sustainable career. With programs like unified monetization, I can see a clear path to turning creativity into income. It’s motivating to know that simply being myself and creating what I love can translate into real earnings. Another big opportunity on Snap is collaborating with leading brands. I’ve worked with Maybelline, Myntra, Amazon and other amazing brands which fit in the categories of makeup, fashion, and lifestyle. Such partnerships not only reward creativity but also help us connect with audiences in meaningful, authentic ways.
— Amulya Rattan, Snap Star
Building Strong Local Partnerships
We have also built a nationwide network of top creator agencies, with a strong presence not only in Delhi and Mumbai, but also in key cities such as Hyderabad, Chennai, and Kolkata.
We’re witnessing a real shift among Gen Z creators, who are gravitating towards Snapchat as their platform of choice for authentic expression and storytelling. The appetite for vertical-first, immersive content is stronger than ever, and Snapchat has tapped into that moment perfectly. As an agency, we’re stoked to see both emerging and established creators experimenting with fresh ways to connect with their audiences on Snapchat. This trend is just getting started, and we’re excited to see where it takes us!
— Shubham Singhal, Co-Founder & CEO, Dot Media
Young India on Snapchat: Athletes & Artists Leading a New Wave of Storytelling
Snapchat is fast becoming the platform of choice for Young India, where culture, sports, and entertainment converge. Rising cricketers like Abhishek Sharma, Arshdeep Singh, Washington Sundar, and Rishabh Pant are sharing everyday moments that bring fans closer to their authentic selves. Olympic gold medalist Neeraj Chopra has also partnered with Snapchat, using the platform’s storytelling tools to inspire millions to embrace sports, fitness, and culture with pride.
Beyond sports, some of India’s most-loved entertainers including Diljit Dosanjh, Karan Aujla, Guru Randhawa, and Rashmika Mandanna are engaging fans with humor, behind-the-scenes glimpses, and personal stories.
India is already one of Snapchat’s fastest-growing and most dynamic creator markets worldwide. By continuing to fuel authentic storytelling, investing in emerging voices, and delivering cutting-edge tools like AR and Spectacles, Snapchat is building a future where creators from every corner of the country can thrive. The momentum seen today is only the beginning, and Snapchat is committed to scaling this success to make India a true global hub for creator-led storytelling.