Delhi: Snapchat has announced significant momentum in India’s creator ecosystem, driven by rising content engagement, a surge in new creations, and a growing community of Snap Stars, the platform’s premier creators.
Key growth highlights in India include:
- Engagement Growth: Total time spent watching content on Snapchat has doubled in India over the past two years.
- Top Creator Growth: The number of official Snap Stars has increased 1.5X in the last two years.
- Content Posting: Spotlight content from creators and publishers has grown over 4X year-on-year.
The announcement coincided with Snapchat Creator Connect in Delhi, part of a multi-city initiative empowering Gen Z storytellers. The Delhi event highlighted Snapchat’s growing adoption in North India and its role in nurturing local creators.
Saket Jha Saurabh, Director and Head – Content & AR Partnerships, Snap Inc., said, “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.”
The Delhi Creator Connect featured Snap School, an education and mentorship program, along with sessions on monetization, AR tools, and creator growth opportunities. Bollywood and Punjabi actors Ammy Virk and Sonam Bajwa participated in a fireside chat, sharing how Snapchat enables them to connect authentically with fans.
Voice-over artist and podcaster Sonal Kaushal said, “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.”
Creators are leveraging Snapchat’s vertical-first, AR-powered ecosystem to deliver engaging, relatable stories. Partnerships with brands such as Myntra, Flipkart, L’Oreal, Unilever, and Reckitt enable creators to amplify engagement while exploring revenue opportunities.
Snap Stars like Amulya Rattan highlighted, “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.”
Snapchat’s ecosystem also attracts young athletes and artists, including cricketers Rishabh Pant, Washington Sundar, Arshdeep Singh, Abhishek Sharma, and Olympic gold medalist Neeraj Chopra, who are using the platform to inspire fans. Entertainers like Diljit Dosanjh, Karan Aujla, Guru Randhawa, and Rashmika Mandanna share behind-the-scenes moments and personal stories, further cementing Snapchat as a platform for authentic storytelling.
“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!” said Shubham Singhal, Co-Founder & CEO – Dot Media.
With doubled engagement, 1.5X growth in Snap Stars, and 4X growth in Spotlight content, Snapchat is accelerating India’s creator economy and positioning the country as a global hub for creator-led storytelling.
