Snap NewFront 2026: 2 Trillion Snaps a Year
Key announcements
63,000 Snaps per second in 2025
Total Snap Takeovers and other new formats for advertisers
Promotions integrated directly into Snap Ads
Big Numbers
While other companies presenting at the IAB NewFronts were happy to claim 100 million active users per month, Snap came into its presentation with a slightly different (and much larger) metric.
The company said users created 2 trillion Snaps in 2025. Put another way, that’s:
38.5 billion Snaps per week
5.5 billion Snaps per day
3.8 million Snaps per minute
And 63,000 Snaps per second
But for those looking to compare apples to apples, Snap pegs its monthly active users at 1 billion. And, according to Snap research, three out of four users on Snapchat perceive the time they spent on the platform to be meaningful. “Of those users who find meaning on social platforms, they are: 79% more open to seeing ads; 70% more engagement with relevant ads; 69% more likely to take action on relevant ads.”
Total Snaps Takeover
The biggest announcement of the day was a new format called Total Snap Takeovers. These allow advertisers to show up as the first ad spot in each tab for wide reach.
According to Snap, Snapchatters open the app over 30 times per day and 97% of Snapchatters visit multiple tabs in a single session, so the new product “ensures brands can be the first to influence Snapchatters when it matters most.”
The company is also currently testing Vertical Carousel Ads and Product-Level Video Ads.
Direct Response
The company also announced it’s looking to optimize and evolve its direct-response offerings with updated, shoppable ad formats.
Currently in beta, its new Offers capability “integrates promotions directly into Snap Ads. Brands will be able to seamlessly include deals right within an ad, shortening the path from engagement to transaction for retailers and brands.”