Snapchat has decided to abandon its previously announced plans for a simplified version of its application, citing concerns over user adoption and engagement. The company made the announcement as part of its first-quarter earnings report for 2025.
The decision comes seven months after Snapchat began testing a streamlined app redesign, which notably excluded the Snap Map and Stories features. This experimental layout was focused solely around three main icons—chat, camera, and Snapchat’s short-form video service Spotlight, a direct competitor to TikTok.
Now, instead of further pursuing the simplified three-tab design, Snapchat says it will pivot toward testing a refined five-tab interface that retains all current features. This new approach will emphasize Spotlight’s content visibility and make the existing app features more accessible. Snap CEO Evan Spiegel explained during the earnings call that feedback indicated the three-tab design proved cumbersome for Snapchat’s dedicated users, who regularly use the Map and Stories features. According to Spiegel, the simplicity came at the expense of easy navigation and accessibility, ultimately impeding user satisfaction and adoption.
Snap further disclosed that recent tests confirmed the value of integrating Friend Stories directly into the chat tab, significantly increasing daily content consumption and overall views, particularly among casual users. Conversely, Snapchat’s most loyal users consistently preferred the familiar five-tab interface, with its tile-based content exploration and dedicated Map access.
The company’s revised five-tab layout aims to increase Spotlight’s prominence by placing it immediately next to the camera feature, while also enhancing story visibility within messaging, a strategy informed by extensive testing and user feedback.
This strategic shift arrives alongside concerning user data from Snap, revealing a drop of one million daily active users (DAUs) in North America between quarters—from 100 million in the previous quarter down to 99 million. Year-over-year, the figure remains static, marking no measurable growth.
Despite this setback in North America, Snap reported strong first-quarter financial results overall, with revenue reaching $1.36 billion, marking a 14% growth compared to the same period last year. This growth was largely attributed to sustained interest in its Snapchat+ subscription offerings and ongoing advancements in advertising technology.
Additionally, Snapchat celebrated a milestone by reaching over 900 million monthly active users globally. Daily active users also grew significantly, increasing to 460 million worldwide—an annual rise of 38 million.
