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Journalism of Courage
Snapchat, on Friday, September 26, highlighted significant growth in India’s creator ecosystem at its Creator Connect event in Delhi. The company revealed a surge in user engagement and content creation.
Snap Inc. shared that total time spent watching content on the platform in India has doubled in the last two years. Also, the number of official Snap Stars – Snapchat’s top-tier creators – has increased by 1.5 times in the same period. Content posted to Spotlight, the app’s short-video feature, recorded more than a fourfold year-over-year increase.
Saket Jha Saurabh, director and head of content & AR partnerships at Snap Inc., said that India is central to the company’s global creator strategy and one of its fastest-growing markets. He added that programmes such as Snapchat Creator Connect, Snap School, and Snap With Stars are developed to mentor emerging talent and expand opportunities beyond metropolitan areas.
“The fact that we’ve seen content engagement double, 1.5X 2 growth in Snap Stars and 4X 3 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,” Jha said.
The event in Delhi included workshops on storytelling, monetisation opportunities, and augmented-reality (AR) tools. Bollywood and Punjabi cinema actors Ammy Virk and Sonam Bajwa joined a fireside chat, discussing their creative processes and engagement with fans on Snapchat. Attendees also got a preview of the fifth-generation Spectacles, Snapchat’s AR glasses that feature real-time lenses and a Spectator Mode.
Snapchat’s Indian creator community now includes athletes such as Olympic gold medalist Neeraj Chopra and cricketers Abhishek Sharma, Arshdeep Singh, Washington Sundar, and Rishabh Pant. Entertainers including Diljit Dosanjh, Karan Aujla, Guru Randhawa, and Rashmika Mandanna are also active on the platform, using it for behind-the-scenes updates and personal storytelling.
Snap Inc. said it is partnering with brands such as Myntra, Flipkart, L’Oréal, Unilever, and Reckitt to connect creators with marketing opportunities. The company is also supporting collaborations through initiatives like the #SnapStarSquad and events including Myntra FWD Creator Fest and Flipkart Glam Up.
India is one of Snapchat’s fastest-growing creator markets, and the company plans to continue investing in AR tools and creator-focused programs to strengthen its local presence.
