Snap breaks into ‘startup squads’ as ad revenue stalls
In Brief Posted: 6:41 PM PDT · September 8, 2025 Connie Loizos Snap breaks into ‘startup squads’ as ad revenue stalls Snap is breaking itself apart and rebuilding from within. In a new company letter, CEO Evan Spiegel just announced the company is restructuring around small “startup squads” of 10 to 15 people to better compete against larger competitors. The move comes as the 5,000-person company faces mounting pressure. Advertising revenue growth flatlined at 4% in the second quarter, and North American daily active users declined 2% to 98 million, a troubling sign in Snap’s most important market. Spiegel does highlight one bright spot: Snapchat+ subscriptions now generate over $700 million in annual recurring revenue from more than 15 million paying…
