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Snapchat has reported that the total time spent on its platform in India has doubled in two years, mainly due to the participation of Jane Z. The number of official Snap stars has increased by 1.5 times, which shows the increasing demand for authentic content.
New Delhi. Snapchat has tried to mold its app, features and content according to local taste, culture and user behavior, which has increased its popularity in India. A top company official said that in the last two years, the time to see content on this American multimedia instant messaging app has doubled in India. This happened because the company tried to customize its service and increase connectivity with Jane Z, which she considers her main target audience. The company did not share the exact time figures spent on the platform, but according to the industry estimate, 15-30 minutes per user in India is spent per day, where it has 250 million active users.
Only user engagement is not increasing. The number of creators on the platform, especially the number of official “Snap Stars”, which is a degree for verified creators and public figures, has increased by 50 percent in the same period. These creators, from lifestyle influencers to comedians and social commentators, have promoted a more diverse content environment.
Changing priorities of young audience
Analysts say that young users do not just want entertainment, they are looking for authenticity and relatedness. Platforms like Snapchat, which emphasize “real-time and creative expressions”, are becoming increasingly first choice for these audiences.
Amidst India’s rapidly changing digital ecosystem, the increasing popularity of Snapchat indicates that it may play more important role in the coming years.
Snapchat in India: View Figures
2x: Time spent on platform by Indian users in the last two years
1.5x Growth: Increase in the number of official Snap stars (verified creators)
Main audience: Gen z and young milonials
Market Status: One of the fastest growing and most material contributing of Snapchat
Focus: Encouragement
