Snapchat is testing a refined five‑tab layout after backing away from last year’s simpler three‑tab plan, a pivot that follows a dip in North American daily users.
In Snap’s Q1 2025 earnings, the company said it lost 1 million users in the region. While overall global daily users rose to 422 million, North America remains Snap’s highest-value market, with revenue per user at $6.83. By contrast, users in other regions generate less than $1 on average.
What the redesign looks like
Essentially, Snap has ditched its plan to slim Snapchat down to three tabs. Instead, it’s testing a cleaned‑up five‑tab layout that keeps the Map, Stories, Camera, Chat and Spotlight buttons.
Snap says its most active users like five tabs because tile‑based discovery and the Map are easier to reach. The new layout also pulls more Stories into the chat screen and puts Spotlight right next to the camera button for quick access.
Putting Stories and Spotlight front and center could give creators more views and steadier retention. But Snap still trails TikTok and YouTube in pay and reach, and it hasn’t said when everyone will see the redesign.
The company plans more tweaks to Stories and Spotlight in the months ahead as it works to keep both users and creators from drifting away.
Even with the dip in North America, revenue grew 14 percent year over year to $1.36 billion, thanks to stronger ad sales and its Snapchat Plus plan. Global daily users climbed to 460 million.