Snap

SNAP · NYSE

$6.38+$0.11 (+1.75%)TodayMarket closed · Oct 20, 4:05 PM ET

Prev close $6.27

SNAP analyst rating

HoldConsensus of 27 analysts over the last 12 months. 11% rate it a buy.

Strong buy0
Buy3
Hold23
Underperform1
Sell0

12-month price target · 38 analysts

Average $7.60 (+19.1% upside)

Low: $5.05
Now: $6.38
High: $16.80

Upgrades and downgrades

The latest rating actions, newest first

SNAP analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
UBS	Oct 14, 2026	Maintains	Neutral	$5.70 → $7.00	59%
RBC Capital	Sep 17, 2026	Maintains	Sector Perform	$8.00	54%
Mizuho	Aug 4, 2026	Maintains	Neutral	$5.00 → $6.00	70%
Truist Securities	Aug 4, 2026	Maintains	Hold	$8.00 → $7.00	63%
UBS	Aug 4, 2026	Maintains	Neutral	$5.00 → $5.70	59%
Citigroup	Aug 4, 2026	Maintains	Neutral	$6.50 → $6.75	56%
DA Davidson	Aug 4, 2026	Maintains	Neutral	$5.00 → $5.25	31%
Guggenheim	Aug 4, 2026	Maintains	Neutral	$5.00 → $5.50	54%
Citizens	Aug 4, 2026	Maintains	Market Perform	—	54%
Wells Fargo	Aug 4, 2026	Maintains	Equal-Weight	$5.00 → $6.00	33%

The case for and against

Updated Oct 3, 2026

Bull case

Snap is supported by accelerating monetization, with 1Q26 sales up 12% year over year to $1,529M and Adjusted EBITDA surging 115% year over year to $233M, both near or above the high end of guidance. Its outlook is further strengthened by advertiser momentum, especially among SMBs, plus growth in Snapchat+ and Maps, which can lift revenue quality and improve margins through higher ROI and incremental monetization. Even with ongoing investment in Specs, the company appears positioned for outsized EBITDA expansion, with 2026E Adjusted EBITDA estimated at $1.17B, up 70% year over year, supporting a premium valuation versus peers.

Bear case

Snap is viewed negatively because its advertiser momentum appears fragile, with checks suggesting improvement is concentrated in younger-demographic brands and remains top-of-funnel, while conversion and ROI lag other channels. Apple’s iOS 14/15 privacy changes and later updates, greater advertiser churn, and rising TikTok competition could further weaken targeting, lower ad spend, and slow monetization of Spotlight, Maps, and Commerce if adoption disappoints or clutters the user experience. Although Snap is cutting ~1,000 FTEs, not filling 300 open roles, and guiding 2026E adjusted opex down $250M to $2.75B with $500M annualized cost saves, the loss of the $400M Perplexity deal and the risk that earnings miss expectations underscore ongoing fundamental pressure.

Information on this page is provided for informational purposes only and is not a recommendation to buy, sell or hold any security. Investing involves risk, including possible loss of principal. Market data is delayed at least 15 minutes and is provided without warranty. Analyst ratings, price targets and company data come from third-party sources. Past performance does not guarantee future results.