Article
Why GenZ are using Snapchat+ Over X Premium
30 September 2025

Over the past decade, we’ve seen a powerful shift in user access. Platforms that we once had full feature access to, have started to require payment and subscriptions for usage, termed “social premiums.” But not all premium models have been successful.
While X struggles to convince users to cough up cash for a blue check and a few extra features, Snapchat+ has quietly built a thriving subscriber base of Gen Z users who see real value in its playful, personalized perks.
So what are Snapchat doing right, and why isn’t X connecting with the next generation of digital natives? Let’s break it down.