The news: Snapchat+ has surpassed 25 million subscribers, marking a new milestone for Snap’s non-advertising business. Snap now generates more than $1 billion annually from non-ad revenues, which includes Snapchat+, Lens+, and Memories storage plans, with the bulk of growth driven by the core Snapchat+ subscription offering.

Snapchat recently catered creators by announcing plans to test paid creator subscriptions in the coming weeks. The pivot indicates broader platform migration toward predictable income streams amid tight competition for ad dollars.

Snapchat’s strategy: The platform is betting on subscription services as a key revenue driver amid losses in other segments.