Revenue Growth and Scale
Total revenue of $1.72B in Q4, up 10% year-over-year; full year 2025 revenue of $5.93B, up 11% year-over-year, reflecting strength in SMB advertising and rapid subscription growth.
Advertising and Advertiser Expansion
Advertising revenue of $1.48B in Q4, up 5% year-over-year. Total active advertisers increased 28% year-over-year in Q4, with SMBs contributing the majority of advertising revenue growth for the sixth consecutive quarter.
Rapid Subscription (Other Revenue) Growth
Other revenue reached $232M in Q4, up 62% year-over-year. Subscribers grew 71% year-over-year to 24M in Q4, driven in part by Memory Storage Plans and improved retention.
Improving Monetization and Impression Growth
Global impression volume increased approximately 14% year-over-year. Growth in new higher-margin placements (e.g., Sponsored Snaps, Spotlight) helped moderate pricing declines and improve yield mix.
Material Gross Margin Expansion
Adjusted gross margin reached 59% in Q4 (up from 55% in Q3 and 57% in Q4 prior year), approaching the company's near-term goal of 60% gross margins.
Profitability and Cash Generation
Adjusted EBITDA of $358M in Q4 (an $82M improvement year-over-year) with 51% adjusted EBITDA flow-through in Q4. Company delivered positive net income of $45M in Q4 versus $9M prior year. Free cash flow was $206M in Q4 and $437M on a trailing 12-month basis.
Operational Efficiency on Cost of Revenue
Adjusted cost of revenue was $699M in Q4, up 4% year-over-year — growing at less than half the rate of revenue. Infrastructure cost per DAU was $0.86 in Q4, below the top end of full year guidance.
Strong Product & Engagement Signals in Key Areas
Generative AI Lenses engaged by over 700M Snapchatters for more than 17B engagements; Imagine Lens nearly 2B engagements. Over 450K creators built >5M Lenses. Games saw >200M monthly players (up 90% YoY). Average daily messages and bidirectional communicators each increased 5% YoY.
Ad Product Performance Improvements
Sponsored Snaps showed QoQ improvement with CTR +7% and click-through purchases +17% from Q3 to Q4. DPA optimizations delivered a 55% reduction in cost-per-action for certain conversions and CPA revenue grew 19% YoY. App advertising (in-app optimizations) revenue grew 89% YoY.
Balance Sheet and Capital Allocation
Ended Q4 with ~$2.9B in cash and marketable securities, limited share count growth to 3% in Q4, and authorized a new $500M share repurchase program.
Progress Toward Specs and AR Ecosystem
Plans to publicly launch Specs in 2026 with backward compatibility for existing Spectacles lenses, ongoing developer ecosystem activity and early compelling AR experiences demonstrated by partners and creators.