Reports Media & Marketing

Snap Inc Q4 Quarterly Results Much Improved Yet Still Fundamentally Challenged

Report by Tim Mulligan
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The 20,000 Foot View:  Snap Inc’s        results bookend the company’s dramatic first year of being a publicly listed company. 2017 was the year Snap has had to effectively admit that its rebranding as “a camera company” has, for the moment, failed to deliver—recall               million write down of unsold Snap Spectacle inventory. This precipitated a realignment back to its messaging app origins, with a user experience redesign. It came after a frank admission by co-founder and CEO Evan Spiegel that the app was “difficult to use.” Alongside this revamp has been the increase in programmatic advertising to        of ad inventory, and a welcome return to significant daily active user growth of        year-on-year. However, losses continue to escalate, with net losses up by        quarter-on-quarter which means the stated target of becoming a        billion annual revenue company before the fifth anniversary of its IPO remains an arbitrary measure of success for Snap.

Key Findings

  • The DAU base grew from        million in        2017 to        million in        2017
  • Year-on-year DAU growth was        with an increase of        million DAUs
  • Total revenues increased by        from        million in        2017 to        million in        2017 
  • Total costs declined by        from        million in        2017 to        million in        2017 
  •        of Snap ad impressions are now delivered through its automated auction platform, up from        in       
  • Average revenue per user in        was        – a        increase on        revenue

Companies and brands mentioned in this report: Snap Inc, Snapchat, Facebook, Twitter

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