Snapchat Spotlight is a feature within the Snapchat app that allows users to view short-form videos submitted by other Snapchatters from around the world. Videos featured on Snapchat Spotlight have the potential to go viral quickly and reach millions of viewers.
Overview of Snapchat Spotlight
Snapchat launched Spotlight in November 2020 as a way to compete with short-form video apps like TikTok. With Spotlight, Snapchat users can submit vertical videos up to 60 seconds long to be featured in a dedicated Spotlight feed within the app. Videos are reviewed by Snapchat’s moderation team before appearing in the Spotlight feed.
Spotlight aims to highlight the most entertaining and engaging videos submitted by Snapchatters. Video creators do not need to have a public profile or large following to have their videos featured. Snapchat leverages advanced algorithms to determine which videos are most likely to go viral at any given moment and surfaces those prominently in the Spotlight feed.
An incentive program helps drive video submissions to Spotlight. Creators earn a share of more than $1 million USD that Snapchat distributes to creators daily. The amount paid out is based on unique video views. This incentive program has helped Spotlight gain traction in many countries around the world.
Countries Where Snapchat Spotlight is Available
As of October 2022, Snapchat Spotlight is available in the following countries:
- Australia
- Canada
- Denmark
- France
- Germany
- India
- Ireland
- Italy
- Japan
- Malaysia
- Mexico
- Netherlands
- New Zealand
- Norway
- Saudi Arabia
- Sweden
- Switzerland
- United Arab Emirates
- United Kingdom
- United States
Snapchat has been gradually expanding the availability of Spotlight since its initial launch. The United States was the first market where Spotlight was introduced. In 2021, Spotlight rolled out to additional English-speaking countries like the UK, Canada, Australia, and New Zealand.
Later in 2021, Spotlight became available in European countries like France, Germany, Ireland, and the Netherlands. Snapchat continued its international expansion in 2022, launching Spotlight in Latin America, Asia Pacific, and the Middle East.
Countries Where Spotlight is Not Yet Available
While Spotlight is now available in over 20 countries, there are still many countries where the feature has not yet launched. Some of the major countries where Spotlight is not currently available include:
- Argentina
- Brazil
- Chile
- China
- Colombia
- Greece
- Hong Kong
- Hungary
- India
- Indonesia
- Israel
- Pakistan
- Philippines
- Poland
- Portugal
- Russia
- Singapore
- South Africa
- South Korea
- Spain
- Taiwan
- Thailand
- Turkey
- Ukraine
The lack of availability in these countries is likely due to a combination of factors, including Snapchat’s priorities for international expansion, as well as regulatory requirements in certain countries. But Snapchat has indicated plans to continue rolling Spotlight out to more geographic markets over time.
Countries Driving Significant Spotlight Usage
Snapchat does not release official statistics on Spotlight usage by country. However, analyzing snapshots shared publicly and app store data gives some insight into which countries are driving significant usage of Spotlight.
| Country | Spotlight Usage Details |
|---|---|
| United States | Likely the top country by usage due to its early access to Spotlight and large Snapchat user base. Videos from U.S. creators make up a major portion of Spotlight feeds globally. |
| India | A strategic market for Snapchat. Large population combined with increasing smartphone penetration is fueling high Spotlight engagement. |
| United Kingdom | One of the first international markets for Spotlight. UK Snapchatters are contributing popular videos across various categories. |
| Saudi Arabia | A standout market in terms of time spent on Spotlight, likely due to a young demographic of highly engaged Snapchat users. |
| Australia | Spotlight videos from top Aussie Snapchatters are getting substantial views, aided by incentive payments from Snapchat. |
While the United States understandably leads in Spotlight consumption, international markets are making up a greater share of usage as Snapchat expands availability. Snapchat will likely continue targeting high-potential countries like India, Saudi Arabia, and Australia to grow Spotlight viewership and video submissions.
Why Availability Varies by Country
There are a few key factors driving the availability of Spotlight varying significantly across different countries:
Stage of International Rollout
Snapchat is still in the process of rolling out Spotlight globally, after initially launching it in the U.S. only. Additional languages, marketing, safety, and creator partnerships need to be in place before expanding to new countries. This phased rollout explains why some countries have access while others are still waiting.
Market Prioritization
Snapchat appears to be strategically choosing which markets to launch Spotlight in based on expected growth opportunities. Countries with a sizeable Snapchat user base, a young tech-savvy demographic, and high engagement metrics seem to be prioritized for earlier launch.
Content Moderation Capabilities
Snapchat needs robust content moderation capabilities in place before launching Spotlight in a new country. Their team reviews Spotlight videos to ensure content guidelines are met. The required moderation resources and policies likely impact launch decisions.
Regulatory Requirements
Some countries have regulations around content, privacy, and liability that impact Snapchat’s ability to launch products and features. Navigating complex regulations in certain countries may slow down or prevent Spotlight availability.
Monetization Potential
Monetizing Spotlight through advertising is a key priority for Snapchat. Countries with higher potential for monetization through ads are likely prioritized for launch to maximize revenue.
The Future of Snapchat Spotlight
While Spotlight is now available in over 20 countries, Snapchat still has plenty of room for continued international growth. Expanding Spotlight availability to major markets like Brazil, South Korea, Mexico, and Turkey seems to be the logical next step.
Snapchat will also focus on driving higher Spotlight usage and competition for viral videos in countries already launched. Licensing music and sponsoring challenges can help increase engagement and motivation for video creation in key markets.
Developing versions of Spotlight localized to different languages and cultures will also be important. As Snapchat rolls out more language support, Spotlight usage is likely to accelerate across continents.
Overall, Spotlight has strong momentum as part of Snapchat’s international growth strategy. More countries gaining access in 2023 could take Snapchat’s short-form video platform to the next level as it aims to compete with TikTok on a global scale.
Conclusion
Snapchat Spotlight has expanded from the United States to over 20 countries, bringing viral short-form video content to Snapchatters worldwide. Usage is still concentrated in early launch countries like the U.S., UK, and Australia where incentive programs are driving content creation. But strategic markets like India and Saudi Arabia show the international potential for Spotlight engagement.
Availability remains limited in South America, Asia, and parts of Europe due to Snapchat’s phased rollout strategy. However, continued international growth is critical for Snapchat to scale Spotlight and compete in the quickly evolving social video landscape. Localizing the Spotlight experience and allocating moderation resources to new markets will be key enablers for future launches worldwide.