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Snapchat Has 60 Million Daily Users in World’s Biggest Ad Market

  • Number represents about a third of Facebook’s audience
  • U.S. is most lucrative market for social media advertising

Snapchat now has more than 60 million daily active users in the U.S. and Canada -- about a third of what Facebook Inc. has in the world’s most lucrative advertising market.

Snap Inc. Chief Strategy Officer Imran Khan touted the number on stage at Advertising Week in New York, where he was working to convince marketers about the value of the Los Angeles-based company’s video ads and geofilters. The 60 million compares with Facebook’s 175 million daily active users in the region. Twitter, which doesn’t report a daily active user base, has 66 million monthly users in the U.S. -- a number that has been relatively unchanged for six quarters.

The advertising market in the U.S. and Canada has driven the bulk of sales at Facebook and Twitter, and will likely do so for Snapchat, too. Facebook’s average revenue per user is $12.43 in that market, compared with a $3.32 global average, for example. Khan emphasized that Snapchat’s ads are full-screen vertical videos that play with their sound on once people click on them, unlike Facebook’s which auto-play on silent. Closely held Snap is building out its business model ahead of an eventual initial public offering.

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