Pro Research: Wall Street delves into Snap Inc.’s future

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Written By Pinang Driod

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Explore Wall Street’s expert insights with this ProResearch article, which will exclusively be available to InvestingPro subscribers soon.

Company Overview

Snap Inc (NYSE:)., the parent company of the popular social media platform Snapchat, is navigating a complex digital environment with its unique value proposition of ephemeral multimedia messaging and a focus on augmented reality (AR). Despite facing stiff competition from larger players in the tech industry, Snap has managed to maintain a significant user base and continues to explore new revenue streams and technological advancements.

Market Performance and Strategic Moves

Snap has been the subject of varying perspectives from analysts, reflecting the dynamic and sometimes unpredictable nature of the consumer internet sector. The company’s stock has seen upgrades and maintained ratings, with price targets ranging from as low as $7.50 to as high as $22.00. These valuations are rooted in the company’s operational strategies and market performance.

One of the critical strategic moves by Snap was the decision to wind down its AR Enterprise Services (ARES) unit due to the commoditization of content creation by generative AI, which has made certain creative assets less unique. This closure is seen as a cost-saving measure and a refocus on the core advertising business amidst leadership changes and macroeconomic challenges.

Product Segments and Innovations

Snap’s product offerings extend beyond its flagship Snapchat app, with initiatives in subscription services and AI-driven features. The company’s focus on user engagement is evident through features like Spotlight and various subscription services, including Snapchat+, which recently reached over 5 million members.

The company has also been proactive in adopting AI and machine learning (ML) improvements, which have contributed to increased user engagement and ad revenue. Despite shutting down its AR Enterprise business, Snap continues to innovate with new products like the AI chatbot My AI and exploring monetization strategies such as Sponsored Links through a partnership with Microsoft (NASDAQ:).

Financials and Revenue Growth

Analysts have highlighted Snap’s recent financial performance, with revenue and EBITDA exceeding consensus in certain quarters. However, there are concerns about the sustainability of this growth, especially in the face of macroeconomic factors and geopolitical tensions that have led to brand advertisers pausing campaigns. Nevertheless, Snap’s cost discipline and efforts to reach breakeven free cash flow have been noted as positive signs.

Competitive Landscape

Snap operates in a fiercely competitive environment, with larger platforms dominating the social media industry. The company’s ability to innovate and attract advertiser dollars is crucial in this context. Analysts have pointed out that Snap’s technological edge in AR may be diminishing due to the rise of generative AI, and there is a need for the company to enhance its recommendation algorithms to stay competitive.

Customer Base and User Engagement

Snap boasts a large user base, with over 750 million monthly active users (MAUs). This scale is a significant asset for the company as it seeks to differentiate itself in a market where the quality of recommendations can be a key differentiator. Despite some declines in engagement metrics, such as U.S. time spent on the platform, global content time spent and U.S. total time spent have shown growth, indicating a mixed picture of user engagement.

Management and Strategy

The company has undergone recent leadership changes, including executive turnover, which analysts view as potential indicators of instability. However, strategic hires from companies like Meta (NASDAQ:) and Google (NASDAQ:) to enhance Snap’s direct response (DR) ad business suggest a focus on strengthening the company’s position in the advertising space.

Potential Impacts of External Factors

Snap’s performance and growth trajectory are influenced by external factors, including the broader macroeconomic environment and geopolitical events. These elements can affect advertising budgets and user engagement, creating uncertainties that investors need to consider.

Upcoming Product Launches

Snap is expected to continue its innovation streak with new ad product announcements and developments in its platform. These launches could serve as catalysts for reacceleration in growth and provide opportunities for Snap to capture additional market share in the digital ad space.

Analyst Outlooks and Projections

Analysts have expressed optimism about Snap’s recovery, particularly in North America, and the company’s ability to drive revenue growth. However, there are also cautionary notes about the need for substantial platform improvements and the impact of external factors on the company’s reacceleration compared to competitors.

Bear Case

Is Snap’s competitive edge in AR at risk?

The rise of generative AI has led to a commoditization of content creation tools, potentially diminishing Snap’s unique selling proposition in AR technology. With the closure of its ARES unit, Snap has signaled a shift in focus towards its core advertising business. The company’s competitive advantage could be further eroded if it fails to innovate and keep pace with the technological advancements in AI and content recommendation algorithms.

Can Snap maintain user engagement amidst competition?

User engagement is a critical metric for social media companies, and Snap has experienced mixed results in this area. While global content time spent is growing, U.S. time spent on the platform has seen a decline. This trend could negatively impact ad impressions and revenue, particularly in Snap’s highest CPM ad market. The company’s ability to reverse this trend and maintain user engagement in the face of intense competition will be crucial for its long-term success.

Bull Case

Will Snap’s ad platform improvements drive revenue growth?

Analysts have noted significant improvements in Snap’s advertising platform performance, particularly in direct response (DR) advertising. These advancements, coupled with strategic hires and cost discipline, could lead to revenue acceleration and better financial outcomes. Snap’s growing user base and engagement with features like Spotlight and subscription services also contribute to a positive outlook.

Can Snap leverage its large user base for success?

With over 750 million monthly active users, Snap has a considerable scale that can be leveraged to succeed in the social media market. The company’s focus on improving recommendation quality and user experience could differentiate it from competitors and attract more advertising dollars, potentially leading to sustained revenue growth and market share gains.

SWOT Analysis


– Large and active user base with significant scale.

– Innovative product features and services like Snapchat+.

– Strategic focus on advertising platform improvements.


– Competition from larger tech companies with more resources.

– Declining user engagement metrics in key markets.

– Potential diminishing edge in AR technology due to generative AI.


– Growth potential in advertising revenue through AI and ML advancements.

– Monetization of new features and partnerships.

– Expansion of user base and engagement through strategic product launches.


– Macroeconomic factors impacting advertising budgets.

– Geopolitical tensions affecting brand advertising decisions.

– Technological advancements by competitors in AI and recommendation algorithms.

Analysts Targets

– Jefferies LLC: Buy, $16.00 (November 30, 2023).

– HSBC Bank Middle East Ltd: Reduce, $7.50 (September 26, 2023).

– RBC Capital Markets: Sector Perform, $10.00 (October 25, 2023).

– Barclays Capital Inc.: Overweight, $15.00 (October 25, 2023).

– Roth Capital Partners, LLC: Neutral, $10.00 (October 13, 2023).

– Wells Fargo Securities, LLC: Overweight, $22.00 (December 11, 2023).

The analysis provided in this article is based on data and insights from September to December 2023.

InvestingPro Insights

As Snap Inc. continues to adapt to the evolving digital environment, real-time data from InvestingPro provides a deeper understanding of the company’s financial health and market position. With a market capitalization of 28.37 billion USD and a trailing twelve-month revenue of 4544.56 million USD, Snap’s scale is evident. However, the company’s growth story is nuanced, with a slight revenue decline of -1.21% over the last twelve months as of Q3 2023.

InvestingPro Tips indicate several points of caution for investors considering Snap’s stock. A declining trend in earnings per share and a high Price/Book multiple of 11.38 as of Q3 2023 suggest that the company’s stock may be trading at a premium relative to its book value. Moreover, the company’s stock is currently trading near its 52-week high, with a price 96.26% of that peak, indicating potential overvaluation concerns.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.


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