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As it prepares for its IPO, increased competition from close rival Instagram is starting to threaten Snap Inc.’s image as a trailblazer in mobile media distribution and monetization as well as its long-term prospects of success.


  • Snap will need to continue to innovate and expand its international reach if it is to stave off competition from the likes of Instagram, whose copycat offering is already starting to gain traction, particularly among Snapchat’s core Gen Z and millennial demographics.

Features and Benefits

  • Identifies how Snap has innovated and evolved its core service to become a key player in mobile video distribution and monetization.
  • Assesses the main opportunities and threats to Snapchat's standing in the dynamically growing mobile video internet advertising segment.

Key questions answered

  • What lessons can be learned from Snap's innovative approach to monetizing nascent and evolving mobile consumer trends?
  • How, and why, should Snap and other video-first mobile platforms seeking long-term success look to grow their presence in emerging markets?

Table of contents

Ovum view

  • Summary
  • Snap is a trailblazer in mobile video advertising and mobile media distribution
  • Instagram will be Snapchat’s biggest challenger for ad dollars as Snap pivots into hardware
  • Snap must continue to innovate and seek global scale to stave off competition


  • Further reading
  • Author

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